There were very few who imagined that Roger Federer would one day separate from Nike, the sponsor who had accompanied him throughout his career. The beginning of his partnership with Uniqlo marked a new era in the very long career of the Swiss phenomenon, which inaugurated the collaboration with the Japanese brand during the 2018 edition of Wimbledon.
The 20-time Grand Slam champion has also signed an agreement with the 'On' running shoes brand, which has grown rapidly in recent months until the launch of its first model, the CloudNova. The former World number 1 played an active role in this process, so much so that Federer and On will be the protagonists of a special live streaming on 6th July.
Federer’s On investment
“July 6 there is going to be the big launch, the big announcement, something we’ve been working on for quite some time now,” Roger Federer told Highsnobiety. “[Sneakerheads that don’t know On so well] are going to get to know the company in a new way.
I think it’s going to be very exciting. For me, having an impact with a company like On is really, really exciting. To be there in the workshop room, in the meetings, and hearing about whatever shoe it is, and maybe giving my input… And then, next thing you know, my input is taken incredibly serious and it grows into something quite beautiful.
That is very exciting. When the change came, I said, ‘I would like to meet the people and brains behind the company that, as a Swiss person, you just know about,’” Federer stated, explaining what drew him to On.
“I just want to be part of that incredible story because it had a very interesting last 10 years and we hope we can make the next 10 years as exciting. I feel like I can give input on any of the lines, the shoes, anything moving forward.
I can give my opinion on anything and On can either take it or leave it. I feel like [with] a major brand like Nike, that’s literally impossible. It just wouldn’t work. I think, as a Swiss company, it runs in our DNA, that if we do something, we do it right,” added Federer.
“My dream is of course that On expands the collections. But at the same time, we’ll stay very focused and do things right”.