Picture this: the sleek precision of On's innovative running shoes merging seamlessly with the grace and power of Federer's unmatched tennis prowess. It's a fusion of excellence, a marriage of performance and style that captivates athletes and fans alike. As Federer took to the court in his On-branded gear, he didn't just represent a brand; he embodied a shared commitment to excellence and a relentless pursuit of greatness.
In this article, we embark on a journey to unravel the captivating story behind On Running's strategic partnership with Roger Federer. From the genesis of their collaboration to the far-reaching impact on brand visibility, sales, and beyond, we delve deep into the dynamic synergy that has propelled both On Running and Federer to new heights.
How Roger Federer and On Running Joined Forces
The partnership between Roger Federer and On Running began with a shared vision of innovation, performance, and excellence. After leaving Nike in 2018, Federer joined On as a three percent owner in 2019 and represented the brand at the US Open the same year. Federer, known for his meticulous approach to every aspect of his game, was drawn to On Running's commitment to pushing the boundaries of athletic footwear.
Welcome to On, Roger!
Leveraging Federer's Influence: Impact on Brand Visibility and Credibility
Federer's unparalleled success and global appeal have significantly elevated On Running's brand visibility and credibility. As one of his generation's most iconic athletes (and one of the highest-paid in the world), Federer brings prestige and authenticity to the partnership that resonates with consumers on a global scale. His endorsement of On Running's products has helped the brand reach new audiences and gain traction in competitive markets. The already rising brand exploded in popularity after launching his namesake model, The Roger—a perfect setup for the much-anticipated IPO in September of 2021.
Due to On's newfound popularity and collaboration with Roger, the brand was able to sign athletes Iga Swiatek (WTA number 1) and the up-and-coming American Ben Shelton.
Insights into the Development of Federer's Signature Shoes
Developing Federer's signature shoes involved a collaborative design process that combined Federer's insights and preferences with On Running's expertise in footwear technology. From the selection of materials to the outsole's design, every aspect of the shoes was meticulously crafted to meet Federer's exacting standards. The result is a collection of footwear that not only reflects Federer's style and personality but delivers unmatched performance on and off the court.
Global Campaigns and Sponsorships: Amplifying On Running's Reach Through Federer
On Running has leveraged its partnership with Federer to launch global marketing campaigns and sponsorships that showcase the brand's commitment to excellence and innovation. Through high-profile events, advertising campaigns, and digital activations, On Running has amplified its reach and engagement with consumers, further solidifying its position as a leader in the athletic footwear industry.
The Federer Effect: Analyzing the Impact on Sales and Brand Perception
The partnership with Federer has had a tangible impact on On Running's sales and brand perception. Federer's endorsement has helped drive increased sales of On Running's products, particularly in key markets such as Europe and North America. Moreover, Federer's association with the brand has enhanced its image as a premium and aspirational choice for athletes and fitness enthusiasts.
The relationship was not one-sided for On. The effect of Federer becoming a part of the brand exceeded what Nike would ever pay in endorsements. In 2021, Federer's 3 percent ownership stake in On was worth $180 million.
Roger Federer Debuts His First Sneaker With Swiss Label On
Engaging with Fans: On Running's Strategies for Leveraging Federer's Fan Base
The tennis star is no stranger to slinging shoes for the brand. During a store visit last fall, he helped some eager customers with feedback and service at On’s Williamsburg store, and his advice even helped them purchase a pair. Some have compared Federer’s involvement with On much like Stan Smith’s influence on the classic Adidas tennis shoe.
By tapping into Federer's immense popularity and influence, On Running has fostered deeper connections with fans, driving brand loyalty and advocacy. Through exclusive content, behind-the-scenes access, and interactive experiences, On Running has created a sense of community and belonging among Federer's fans, further strengthening its relationship with consumers.
Game, Set, Match: On's Tennis Venture Takes Off
On Running's foray into tennis has resulted in a range of tennis-specific shoes tailored to the unique needs of players on the court. Federer has two signature sneakers: The Roger, which is a lifestyle sneaker, and The Roger Pro, which is a performance tennis shoe and a design that Federer was thoroughly involved in.
Sneakerheads also love them, partly because of On's rising popularity and the collaboration with Kith and Ronnie Fieg, called RF Squared, which started in 2022.
THE ROGER RF2 by Ronnie Fieg, Roger Federer and On Running
These shoes feature advanced cushioning technologies, durable outsoles, and supportive uppers to enhance stability, agility, and performance during gameplay. Designed in collaboration with Federer and the brand’s founder, these tennis SKUs reflect On Running's unwavering commitment to innovation and quality, further solidifying its reputation as synonymous with excellence in athletic footwear.
Navigating Future Frontiers: Prospects and Lessons from the Federer Affair
The collaboration between On Running and Roger Federer has undoubtedly been a winning formula for both parties. Combining Federer's unparalleled athleticism and global appeal with On Running's commitment to innovation and performance, the partnership has reshaped the athletic footwear landscape and set new standards for excellence.
With Federer's invaluable insights, On Running's cutting-edge technology, and plenty of upcoming fashion and streetwear collaborations, the brand is well-positioned to push the boundaries of performance and design in tennis footwear. Anticipating continued collaboration and co-creation, On Running is poised to continue introducing groundbreaking products that will revolutionize how athletes experience and engage with the sport of tennis.
Written by Olivia Hoskin
Photo credits On
