Roger Federer has made a major foray into the footwear business. The 20-time Grand Slam champion has confirmed to the New York Times that he has made an investment in the Swiss sneaker brand ON. He will also contribute as a designer besides being the public face of the brand.
“’ ONward, this will be a fun run!!’ with a runner and smiling face emoticons before the exclamation points,” Federer has announced on his Instagram page.
Best known for its Cloud shoes, the under-the-radar label increasingly has gained a cult following over the past few years. The shoe uniquely features a cushioned rubber sole designed with CloudTec, the company’s patent technology which is designed with a runner’s performance in mind.
The Swiss star and brand have been building a relationship for some time. “They were impossible to ignore because everyone had them, people on the street, my friends, my wife,” said Federer about the brand.
He has reportedly been wearing ON sneakers =for his sprints training sessions, and, even before officially signing a contract with the sneaker company, he started traveling the On offices to give feedback on product designs when he was in Zurich, states a Perfect-tennis.com report.
Federer claims himself to be a sneakerhead who owns at least 250 pairs of the shoe style. His long-standing partnership with Nike ended in 2018. Since then, he signed an apparel contract with Uniqlo reportedly worth $300 million — in addition to contracts with brands including Rolex and Rimowa.
On was established in 2010 and has reportedly been profitable since 2014. With the global demand for sneakers rising at an ever-quickening pace and trend towards health and wellness, this partnership comes at an evolutionary point for both Federer’s career and the next stage of On’s business.