A few months ago, I broke the news that Ben Shelton’s apparel and footwear deal with On was up for renewal at the end of this year. Disappointed with both the Swiss brand’s marketing and product thus far, and eager to better capitalize on Shelton’s star power, his team had quietly gone out to the market to see what other opportunities beckoned.
Considered by many in the industry to be the most marketable player on the ATP Tour besides Jack Draper, who secured a massive contract with Vuori before injury struggles sidelined him for more than a year, my reporting at the time found that Shelton had a roster of options, all with mouth-watering price tags. But while a new apparel contract couldn’t technically be signed until later this year, Shelton’s team apparently wasn’t satisfied with the lack of movement in other categories in the meantime.
Keep reading for where Shelton is likely headed next, how much the deal is worth, and details regarding the major shakeup to his team that happened along the way.
