Roger Federer-backed On makes first inroads into the tennis world, lands Iga Swiatek and Ben Shelton as partners ahead of Miami Open

In a major shake-up in the tennis world, Roger Federer-backed sportswear company ‘On’ has nabbed young stars Iga Swiatek and Ben Shelton as the first two tennis athletes to represent the brand from head to toe.

World No. 1 Iga Swiatek is no longer an Asics athlete. The young tennis sensation ended her three-year collaboration with Asics to sign a sponsorship deal with Swiss sportswear manufacturer On -- a relatively young brand founded in 2010. The 21-year-old took to social media to announce the significant development.

“Exciting year of some announcements and next steps on my journey. I’m thrilled to announce I am the first female tennis athlete at @on_running. I’m happy the On team believes in me as an athlete and a person."

"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,” she wrote.

Iga Swiatek also hinted at a custom footwear collaboration with the brand, which she said will be launched later on during the season. It is worth noting that the in-progress shoe collection will be a part of Roger Federer’s “The Roger Pro” series.

“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. Big thanks to my team for this amazing achievement in business,” Iga Swiatek said.

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As Iga Swiatek partners with Roger Federer-backed On, Ben Shelton follows suit

Ben Shelton was the 2023 Australian Open quarterfinalist

Ben Shelton, meanwhile, won’t be seen in New Balance gear anymore. Following Iga Swiatek's switch-up, the 2023 Australian Open quarterfinalist has similarly become the first male tennis player to represent On.

However, it’s hardly a surprise to see the rising American star partner with the Roger Federer-backed brand, as the 20-year-old was signed by Roger Federer’s sports management agency Team8, shortly after he turned pro in August last year.

“I’m really pumped to be the first male tennis player to be sponsored by On. As someone in the early stage of my professional career, I love that I have partnered with a company that has years of experience and is looking to take over a new sport like tennis,” Ben Shelton said, as per the On website.

Roger Federer himself expressed his delight at the development and welcomed the two promising athletes to the On family. The 20-time Grand Slam champion became a shareholder in the company in 2019.

“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,” Roger Federer said.