Roger Federer joins Swiss running brand On

A partnership between two of Switzerland's biggest brands
Roger Federer joins Swiss running brand On

Roger Federer has announced that he will be joining footwear brand On as an active investor, helping to oversee product development, marketing and fan experiences.

Created in 2010, the Swiss company has become one of the fastest-growing activewear brands in the world seeing a rapid level of take-up in the US, Europe and Japan. Recently it has made big moves into the lifestyle market with a range of footwear designed to combine technical features with fashion.

Federer, who often makes reference to a possible retirement – albeit jokingly – hails from Switzerland, so it's perhaps no surprise that he would come into contact with the country's leading running shoe brand.

According to On Co-Founder Olivier Bernhard, a former World Duathlon Champion and multiple Ironman winner, the relationship developed naturally. "We noticed Roger wearing On shoes and reached out to him," says Bernhard. "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."

The extent to which Federer will be involved in On brand development is somewhat unclear, however, the announcement made suggests he will have a big part to play in its future. In a press release, he revealed that the first new products he is working on will be finished and released in 2020.

Roger Federer joins Swiss running brand On as an entrepreneur

"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," 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."

According to Bernhard: "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."

For more about On and its range of products read our spotlight guide.

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