Roger Federer’s stunningly successful On shoes venture set to go to the next level
Roger Federer’s decision to become an ambassador with the On shoe company has already proved to be a highly lucrative investment and now they have unveiled their first range of tennis clothing.
With world No 1 Iga Swiatek signed up as a brand ambassador alongside rising American star Ben Shelton, On has had a presence in the tennis market over the last year.
Yet it is the company’s association with 20-time Grand Slam-winning legend Federer that has propelled the brand to a huge tennis audience and now they can buy tennis clothing from on.
On’s Tennis apparel collection draws on the brand’s close collaboration with Swiatek and Shelton, the “collection combining cutting-edge materials with thoughtful design, ensuring athletes experience unparalleled comfort and freedom of movement”.
The clothing has been worn by Swiatek and Shelton for some time, but it has not been available to the public until now.
The company have also revealed an updated version of the Federer-endorsed trainer, with THE ROGER Clubhouse Pro and THE ROGER Kids and THE ROGER Clubhouse Pro Youth offering younger audiences a chance to get involved in the On story.
This latest launch to On adds to the company’s remarkable success story, as they have grown into one of the big players in the shoe market since launching in 2010.
Federer retired with on-court earnings of more than $130million, yet that figure is nothing compared to what the tennis icon has collected through commercial deals.
His contracts with Nike, Uniqlo and Wilson have pulled in huge financial windfall and now his association with Swiss shoemakers On is reaping remarkable dividends.
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Federer has been cautious in the sponsorship deals he has signed up for over the course of his career and now his enduring status as a global icon in his post-retirement years is allowing him to continue to reap the rewards.
Reports suggest Federer was given around 3% of On’s shares as part of his high-profile endorsement of the brand and his shareholding is believed to be worth around $180million.
That means his decision to walk away from his enduring deal with Nike and sign up for a long-term Uniqlo and then take a stake in On was one of the best business deals executed by any athlete in recent years.
Tennis365 spoke to the On designers about what goes into making a tennis shoe, with the fine detail all important.
T365: What goes into making the perfect tennis shoe?
On: Every new product developed by On® is an ongoing collaboration with its professional athletes in order to ensure optimum performance, steered by their input in close collaboration with Roger Federer and the technical team of scientists at On Labs.
T365: What role did Roger Federer play personally in developing these tennis shoes?
On: Roger’s contribution towards the success and immense popularity of The ROGER Pro is unquestionable and he continues to be one of On’s most admired innovation leaders. Roger’s wealth of knowledge and expertise has been instrumental in every aspect of the performance design and technology adapted to meet the demands of the game.
T365: Is it a long process to before you can release the final product?
On: Even though we pride ourselves on very fast turn-around times for prototypes, continuous testing and getting feedback from our athletes is vital. The athlete’s input on the design and technical specifications of every shoe is an essential component. The process is complex and we are therefore taking all the time we need to create the best possible product.
T365: What are the key elements of The Roger Pro tennis shoe?
On: Our first tennis shoe features a stable midsole of high-performing foam, a midfoot cage for the precision of foot placement during rapid-fire rallies, and a rounded sole to support smooth transitions between strokes. Consistent with all models across the Swiss line, THE ROGER Pro incorporates a plate between the midsole and upper – or Speedboard – for enhanced energy return. Made from 100% carbon fibre, this explosive feature absorbs impact from landing before returning it for added agility.
