Tennis Superstar Federer Is A Swiss Shoe Maker On

The tennis heavenly star and Swiss Roger Federer (Roger Federer) announced that they had joined On, a Swiss running shoe manufacturer, but did not disclose the specific amount of investment. However, Federer said: "I am very excited to cooperate with a thriving young Swiss Corporation. This investment is a lot of money. I must think it over carefully. I want to show how much I trust this company, and I intend to work with them for a long time. "
On brand was founded in 2010 by Caspar Coppetti, headquartered in Zurich, Switzerland. On's Cloud series running shoes have been popular all the time. This shoe uses CloudTec patented technology to enable runners to achieve soft landing and enhance bounce. Through the mouth to mouth of endurance athletes and Olympic athletes, as well as the operation of franchised stores, On has gradually become a competitor of giant Nike (Nike) and Adidas (Adidas) in the field of performance sports shoes.
According to data from market research firm NPD, in Germany, the Cloud series has become the second best selling sports shoes after Nike Air Max 270. One of the co founders of On, the two omnipotent and triathlon champion Olivier Bernhard, said: "fans seem to regard us as athletes' internal secrets."
On also produces sandals, mountaineering shoes, cross-country running shoes and sportswear, and its products are sold in 55 countries. At present, the biggest market of the company is the United States, and fitness centers in the East and west coast of the United States are very popular. British fashion designer J.W. Anderson, Hollywood star Will Smith, John Malkovich and Emma Stone are all fans of On.
At present, On has 500 employees, 250 of whom are in Zurich. The company said it has been profitable since 2014, and its current annual sales volume is expected to reach 200 million Swiss francs.
Federer, 38, is also from Switzerland. He is the highest paid tennis player in the world. His net worth is estimated at around $450 million. Caspar Coppetti said: "although Switzerland has chocolate and watches, Federer can be said to be one of Switzerland's largest exports ever, and it has created a miracle for Switzerland's overseas image."
On said that Federer will not be officially represented in On, but will serve as a special product designer and spokesperson for the brand. The first sneakers developed by On and Federer are expected to be launched next year.
Last year, Federer ended the 20 years of cooperation with the US sports giant Nike, and signed a 10 year endorsement contract with the brand of Fast Retailing Co. Ltd (Uniqlo) brand for 300 million years. (see "ornate ambition": the ten year's covenant of UNIQLO and Federer: get the endorsement of fashion devil! Cooperation between the two sides will extend from sportswear to everyday wear.
NPD Matt Powell, senior sports industry consultant, commented that in the past four years, the popularity of performance running shoes has been declining. Fashionable avant-garde sneakers are more popular. He said: "at least for now, On seems to be in the opposite direction."
Matt Powell explained: "many people no longer need expensive and high-tech sports shoes. They just want to make themselves look more fashionable. Nevertheless, there are still thousands of runners who really need these shoes, and they prefer the unique brand that others do not have.
On is catering to this group. On the intersection of fashion, performance and outdoor lifestyle, it attracts the professional class who dress casually, love digital technology and pay attention to health. This is the group represented by Federer and his fans.