Roger Federer joins Swiss running brand On as an entrepreneur
Swiss tennis legend Roger Federer becomes co-owner of the Swiss sports brand On. Together with the three founders and the entire On team, he will shape the future of the Swiss sports brand.
November 2019 – ZURICH, SWITZERLAND – Roger Federer and On are announcing a unique entrepreneurial relationship that will join one of the world’s most influential athletes with one of the fastest-growing brands in the history of athletic footwear. He will use his unique experience to help take the product development, marketing and fan experiences to new levels. Roger will also play a role in developing the "athlete spirit" that’s at the core of the high-performing culture at On.
So how did this relationship come about? Unlike traditional partnerships between a brand and an athlete, it didn’t start with the typical talk about sponsorship.
«I’ve been a fan of On and its products for a while, but after talking to the founders I realised we have a lot more in common than just our Swiss roots», says Federer. «I’m excited to be part of the On team and to work on the future of a next-generation global sports brand.»
Federer revealed that the first new products he is working on will be finished and released in 2020.
On Co-Founder Olivier Bernhard, a former World Champion, said the relationship developed very naturally: «We noticed Roger wearing On shoes and reached out to him. That’s when we found out he is a longtime fan of On and, of course, we are longtime fans of his. Switzerland is a small place and we started having dinner together.»
Commenting on the unconventional relationship, Bernhard says: «It became clear that there was a unique opportunity to forge a joint entrepreneurial path that is very different from an athletic sponsorship that a big company would do.»
Bernhard added: «Everyone knows Roger’s a leader in his sport, but as a friendship developed it became clear he is a natural leader and entrepreneur off the court as well. We value the same things and share a passion for innovation and design. He’s going to be a tremendous addition to the On team.»
With a fast growing global fan community, On is now a leading brand in the USA, Europe and Japan. Roger has unique insights as one of the most influential and popular world-class athletes. Together they aim to create exceptional products and experiences for On fans around the world.