Roger Federer with his wife Mirka.Image: www.imago-images.de
During his visit to Wimbledon, Roger Federer was rarely seen in the audience. Nevertheless, his influence continues to grow. This is demonstrated, among other things, by the youth strategy of the On brand, in which Federer is involved.
08.07.2024, 06:0808.07.2024, 07:44
Simon Häring, Wimbledon / ch media
When Roger Federer said a tearful farewell to the tour, he promised not to become “a ghost or a stranger” in the tennis circus. So far, the 42-year-old has kept his word. At the request of his children, he also visited Wimbledon several days this week, where he is still the record winner in the men’s singles with eight victories.
Federer was absent from Murray’s farewell
However, Federer was rarely seen on the sidelines. He was absent from Andy Murray’s farewell on Centre Court on Thursday because he had other commitments, as he told the American TV channel ESPN the following day.
Federer with his parents in Wimbledon. Image: www.imago-images.de
Roger Federer is an advertising representative for a dozen companies, including On, where he has been a partner since 2018. Founded in 2010, On initially only produced running shoes, followed by the first clothing collection in 2016. The billion-dollar company is now present in 60 countries: in the USA, Germany, Japan, China, Vietnam, Australia and Brazil.
When Federer returned to Doha in March 2021, 14 months after knee surgery, he wore the first tennis shoe made in Switzerland. He himself had been involved in its development. There are now several models that are also available for sale.
Federer is an advertising medium for the company «On.Image: www.imago-images.de
The fact that in March 2023 On signed the number 1 player in women’s tennis, Iga Swiatek from Poland, also shows how strategically On is shaping its entry into the tennis circuit. With the American Ben Shelton, On also signed a player who is considered one of the faces of the future. At the end of last year, the 21-year-old played in the semifinals of the US Open in Arthur Ashe Stadium against Novak Djokovic wearing a Swiss shoe. And thus on the biggest stage in the tennis circuit
First the stars, now the starlets
The signing of Swiatek and Shelton, and shortly afterwards of 17-year-old Brazilian Joao Fonseca, can certainly be seen as a challenge to the competition that has been at home in tennis for decades. “We wanted to make a statement,” explains Feliciano Robayna.
Although the man from Panama has been working at On for almost seven years, he has only been responsible for the tennis program since last August. And with him, the strategy has also fundamentally changed. Since mid-May alone, On has signed four more players.
Flavio Cobolli is also a face of «On». Image: keystone
At 22, the Italian Flavio Cobolli is the oldest. They also got three other tennis diamonds from all over the world: Yeri Hong (13) from Korea is the best in her year. The 16-year-old German Julia Stusek lives and trains in Switzerland at the TC Froburg in Trimbach, where her father works as a coach. Her mother is the Czech Petra Holubova, who was once number 132 in the world. At just 14, Stusek, who competes in the junior women’s table at Wimbledon, was already one of the 1000 best in the world. She is coached by Melanie Molitor, the mother of Martina Hingis.
Talents that «electrify»
The fourth member of the jewel collection is the Moroccan Reda Bennani. Currently number 17 in the junior world, the 17-year-old is currently playing in the junior tournament in Wimbledon, but has also been able to play in the qualification twice at the Masters tournament in Madrid and in the spring at his home tournament in Marrakesh.
Julia Stusek is also part of the “On family”. Image: www.imago-images.de READ FULL STORY HERE>>>CLICK HERE TO CONTINUE READING>>>
Unfortunately, such talents are not yet to be found in Switzerland. But Robayna says: “We are very proud of our roots and we nurture them.” If a Swiss person embodies the values we are looking for, “we would be happy to support him or her.” It is not just talent that is important, but also work ethic and charisma.
Robayna tells CH Media: “We want fresh faces who will electrify tennis with their game and their personality.” And he also says frankly that the origin of the talents is no coincidence. “We look in every corner of the world for talents who can inspire entire generations.” And with whom On can ideally open up new markets.
Federer «particularly committed»
Although his focus is on developing new products for athletes, On said when asked, the Zurich-based company would not have established itself in tennis so quickly and so sustainably without Federer. As a face, ambassador and shareholder, he provided access to Iga Swiatek and Ben Shelton, who is also under contract with his agency Team 8.
Sponsorship is part of athlete management, but Federer is “particularly committed” to “supporting the next generation of tennis players,” says Robayana. 20-time Grand Slam winners Flavio Cobolli, Yeri Hong, Julia Stusek and Joao Fonseca are all on hand to offer advice and support. The warehouse is filled with diamonds. Now On and Federer are helping to polish them into jewels.
This is how the Nati will be received in Zurich after the European Championship exit
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This is how the Nati will be received in Zurich after the European Championship exit
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those: keystone / ennio leanza
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