Next time Burna Boy looks like he is wincing in a video, his sister Ronami Ogulu has an explanation. “It’s probably because I’m in his ear shouting,” she says in a new film from On, the Swiss sportswear brand. The usual message is “stick to the script,” she adds, “and he ignores me half the time.”
The film is the first episode of a series On calls Get to Know the Team, and it is how the brand chose to introduce Burna’s first collection with it, three pairs out today. Burna appears mostly as a man being fussed over on set. The talking is done by Ronami, captioned “COO, Management/Creative Director, Sister,” and their mother, Bose, captioned “CEO & Manager,” aka Mama Burna, who spends part of her interview laughing at her children.
Those titles are earned. Bose Ogulu has managed her son full time since 2017 and helped land his deal with Atlantic, and her own father, Benson Idonije, was Fela Kuti’s first manager. Ronami was aiming for the World Bank, with analyst stints at FSDH Merchant Bank and the African Development Bank, before she started styling her brother; she now runs creative and operations at his Spaceship Collective. “A lot of the time I don’t remember they are brother and sister when they are working,” Bose says in the episode. “I see two people working together as a team to make each other better.”
On has spent a year on this family portrait: it signed Burna in September 2025, hosted his Lagos circle at a dinner that December, and in March put Idonije in Cloudtilts and Burna’s other sister, Nissi, in Roger Wildcards for a Lagos shoot that also cast TG Omori.
The shoes are the part Burna picked. On sells them as “styles selected by Burna Boy, for the inner circle”: a Cloudmonster in a red Sienna colourway, a leather Roger Clubhouse tennis shoe in white, and a brown Cloudtilt Remix, priced from $150 to $180. “For me, everything I do comes from the same place,” Burna has said of the partnership, naming “music, sport, community, and culture.”
Ronami gets the last word in the episode, too. “The important thing is we try to get things done,” she says, “even though it takes 10 hours when it should take 10 minutes.”