Świątek, Shelton Put It On With Federer-Aligned Sportswear, Footwear Brand
Monday, March 20, 2023 at 10:56PM By Barry Janof
March 20, 2023: Swiss sportswear and footwear brand On, which has Roger Federer as an investor, spokesperson and design consultant, has taken a major step in the tennis world, signing Iga Świątek, the Hologic WTA Tour world No. 1 ranked player, and rising U.S. player Ben Shelton.
On has also signed 16-year-old Brazilian player João Fonseca, a current Top Ten player in the junior rankings,
Financial terms of the deals were not shared.
“Iga sets a superior standard for ushering in a new contingent of outstanding tennis pros who will benefit from On’s years of performance innovations,” On co-CEO, Marc Maurer said via the company. “We’re excited for the journey with our impressive team, as their careers will undoubtedly flourish on the world stage for many years to come.”
“The expansion of our professional tennis roster builds on our continued innovation in the fields of high-performance running, and a growing ensemble of world-class track and long-distance athletes, many of whom have claimed World Championship titles and Olympic medals,” says
Świątek previously had a deal with ASICS.
Shelton, who is represented by Federer’s Team8 agency, has been wearing New Balance.
They both will play in the Miami Open Masters 1000 this week wearing On’s newly developed on-court collection for professional competition and custom-editions of The Roger Pro.
On is currently designing a signature shoe for Świątek.
According to On, the competition tennis shoe has been “Swiss-engineered and designed individually for and in close collaboration with both players, Roger Federer and the Lightning innovation team at On Labs to meet the demands of their individual styles of game.”
“I’m happy the On team believes in me as an athlete and a person,” Swiatek, 21, and a three-time Grand Slam winner (French Open 2020, 2022;, U.S. Open 2022) posted to her social media platform. “We plan to grow, develop and make an impact together. You’ll see me in totally new outfits during my next matches and I hope you like it as much as I do.
“And what’s more exciting . . . we started to work on my shoes, which are crucial in my job and will complement my style of play, giving me everything I need on court. As the process of designing unique shoes takes time, you’ll see me in On shoes later during the year. And when you do . . . it’s gonna be huge.”
According to Federer via On, “Iga and Ben represent the next generation of world-class talent, Both players demonstrate On’s competitive spirit and embody current and future champions of the sport. We are pleased to welcome them to the On family.”
“As someone just starting out in their pro career and a challenger on the tour, I think it’s fantastic to be working with a company that has years of experience in performance technology and is expanding into the tennis world,” Shelton, 20, said via On.
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