Throughout Roger Federer’s career, there have been many transformations. In his early days on tour, he once sported bleached blond hair. A few years later he would wear his hair shoulder-length in keeping with his liking of rock  music. Regardless, of the changes, one thing is for certain is that Roger keeps searching for perfection on and off the court, taking chances that would make him more than just an athlete but cement his place in history as an entrepreneur.

For years, one of the rituals of the summer was the anticipation of Federer’s Wimbledon outfit. This was the closest thing that men’s tennis has come to haute couture. Federer’s clothing supplier Nike had been hugely creative in coming up with outfits that match Federer’s style. Such is Federer’s interest in tennis fashion that keeps three of every outfit, which must take up a lot of space since he changed designs ten to twelve times a year.

In 2018, Federer left Nike and signed on with UNIQLO. This deal which surprised many offered Roger a contract that would continue even through his retirement, and unprecedented deal in the sports world. This shows that UNIQLO is betting of Federer not only as a tennis icon but as a universal fashion icon. However, the deal came with an exception. Roger would still wear Nike sneakers as UNIQLO only makes tennis apparel. How many athletes would leave a brand and still be allowed to wear the shoes of the brand? This just shows the respect and admiration that the athlete and brand have for one another.

One issue remained what would happen to the iconic “RF” logo. If you opened my closet you would see a wide variety of RF T-Shirts, Hoodies, and other clothing. If you did not know I am a huge fan of Roger Federer. The logo was first introduced in 2006, the monogram is adorned on almost everything he wears. the first Federer logo was based upon his signature and used to market his own fragrance. While the fragrance did not last, the idea of having a logo has. The “RF” logo would follow, as would the caps, T-shirts, and all sorts of branded merchandise.

However, with his move to UNIQLO, the rights to this logo were in dispute. This logo was important to Federer as he wanted fans to have something that is related to himself. The monogram belonged to Nike and he hoped that he would be able to take control of it again.

In November of 2019, Federer agreed to a deal with Swiss footwear brand “On“, to become an investor, contributing designer and global ambassador. What do we know about this brand?

From small beginnings in Zürich, Switzerland, “On” set out in 2010 with a big ambition: to change the world of running. In the ten years since, “On” has been embraced into the hearts, and onto the feet, of more than seven million runners in over 50 countries. And there’s no sign of slowing down. It’s not just a love of running that brought former professional athlete Olivier Bernhard and his friends David Allemann and Caspar Coppetti together. They were dedicated to developing a revolutionary idea. This is their story.

After retiring from professional competition, three-time world duathlon champion and multiple Ironman Winner Olivier Bernhard devoted himself to finding a running shoe that would give him the perfect running sensation. In doing so, he crossed paths with a like-minded Swiss engineer who had an idea for a new kind of running shoe. In the years that followed, the perfect symbiosis of running experience and engineering expertise allowed that first radical idea to be refined.

Dozens of prototypes were developed, but the basic concept — cushioned landing, firm take-off — remained paramount throughout. It was this unique running sensation that convinced Caspar Coppetti and David Allemann to come aboard too. Together with Bernhard, they formally established the “On” in Zürich in January 2010. Their mission to develop a product range fully engineered in Switzerland using the latest technology picked up the pace.

Just a month later, in February, the prototypes won the ISPO BrandNew Award, one of the most important prizes for innovation in sport. Test runners were enthusiastic and spoke of running on clouds. In July 2010, the first running stores had “On” shoes on their shelves.

Enter Federer, who started wearing its trainers for his sprint and training sessions, and even before officially signing a contract he was in the “On” office to give feedback on the design. He states that it was impossible to ignore them, because he saw everyone wearing them from his friends, even his wife, Mirka, wore them. At first, he thought they looked a little strange but then realized he loved the design. He also loved that Swiss guys were the makers and helping to take them to the next level on the international stage.

In March of this year, Roger was able to reclaim the “RF” logo from Nike and filed it with the US Patent and Trademark Office. With the “RF” logo back in his hand, it was time to move on to the next step with the “On” brand. In July of this year, Roger debuted, his first collaboration. Of course, it is named, “The Roger”.  The vision for this sneaker is that it is one that you can wear every day. Something that is so comfortable, you want to wear it all the time.  At first look, you would say that this is a “lifestyle” sneaker on the market. It is sleek, white, low-profile. One that you can wear with your jeans, leggings, or even a dress or suit. “The Roger” is On’s second lifestyle shoe, following the sold-out Cloudonova. It was the first sneaker designed without the brand’s signature bubble-like CloudTec soles. This look is what got Federer interested. The technology is still part of the shoe but it now has a cleaner finish.

The team worked on making sure the shoe was not bulky. the final result is a shoe that is one-third the weight of most sneakers, and the eco-minded shopper will be happy to know that it’s 100% vegan leather.  Roger stated that “its interesting to see how the casual and comfortable materials we use for sports are coming more into our everyday lives, especially now that we’re all working from home,” Federer added. “I’m really happy to say that I hope everyone wears these shoes, but let’s not forget some fashion, as well. Because I love that part too.”

“On” Brand has some other shoes that are absolutely great.

CLOUDBOOM

Designed for the performance runner, the all-new Cloudboom comes ready for a race day personal best. Engineered with CloudTec® cushioning and a carbon-fiber-infused Speedboard, the Cloudboom ensures long-distance comfort.

CLOUD X

As our ultimate cross-trainer, Cloud X is engineered for runners who actively mix their workouts. Punching well above its ultralight weight, the second generation of Cloud X improves upon the strengths of its predecessor: stability, versatility, and maneuverability—perfect for getting back into the gym.

CLOUDFLYER

A true fan favorite, the Cloudflyer is one of the lightest, fully-cushioned support shoes on the market. Back with cutting edge technological innovations and fresh new colorways, the Cloudflyer is engineered to support any runner and every goal.

I was so excited to be able to work with the “On” brand to promote this shoe. I love thefeel of it and I can see wearing it all the time. As Federer moves toward the end of his career, it is great to know that he will continue to be part of our lives for years to come.

Disclosure: This post is sponsored  in partnership with On Running. All opinions expressed here are my own.