Roger federer joins on as partner

by Stephen Garner

Swiss pro tennis player Roger Federer has teamed up with athletic company On as it continues to be one of the fastest-growing athletic footwear brands to-date. Federer will invest in On and joins the founders as a true partner. He will help to oversee product development, marketing, and fan experiences as well as the athlete spirit of On’s high-performing culture.

Based in Zurich, the nine-year-old brand has taken the athletic footwear market by storm. Driven by peer-recommendation, runners are discovering the performance and feel of On running shoes and its unique patented “Cloud” technology. As a result, On is attracting the fastest-growing global fan community and has joined the ranks of the leading brands in the U.S., Europe, and Japan.

“I’ve been a fan of On and its products for a while, but after talking to the founders I realized we have a lot more in common than just our Swiss roots,” said 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 long-time fan of On and, of course, we are long-time fans of his. Switzerland is a small place and we started having dinner together. 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 team On.”