Swiss sportswear brand On has entered the professional tennis industry by signing top athletes, including world number one Iga Świątek and rising star Ben Shelton. This move strengthens On’s position in the tennis market and enhances its future marketing efforts.

Iga Świątek, with her three Grand Slam titles, is a highly accomplished player with an impressive track record. Being a top-ranked athlete, she is a valuable asset for On in terms of brand promotion and visibility.

Ben Shelton, although at the beginning of his career, has already made a significant impact by reaching the quarterfinals of the Australian Open 2023. This achievement places him among the top 50 players in the ATP rankings. Sports pundits have praised Shelton as the future of American men’s tennis, and his collaboration with On further solidifies his potential.

Marc Maurer, the Co-CEO of On, emphasizes that this expansion into professional tennis aligns with the brand’s commitment to innovation in high-performance running. On has a history of collaboration with world-class athletes in various sports disciplines, resulting in World Championship titles and Olympic medals.

Both Świątek and Shelton will proudly wear On’s new on-court collection designed for professional competition. They will also have customized editions of The Roger Pro tennis shoe, which incorporates Swiss engineering and individual design elements tailored to their playing styles. The collaboration on this shoe is a result of the close partnership between On, Roger Federer, and the Lightning innovation team at On Labs.

In addition to Świątek and Shelton, On has also signed 16-year-old Brazilian player João Fonseca, who recently made his ATP main-draw debut at the 2023 Rio Open. Fonseca showed promise by reaching the final of the boys’ doubles tournament at the 2023 Australian Open alongside Alexander Blockx.

It’s noteworthy that tennis legend Roger Federer, who invested in On in 2019, expressed his enthusiasm for On’s new signings. Federer believes that Świątek and Shelton represent the next generation of world-class talent and embody the competitive spirit that On values. He warmly welcomed them into the On family.

With these talented athletes on board, On solidifies its presence in the professional tennis scene and establishes itself as a brand rooted in performance and innovation. As the sport continues to evolve, On is well-positioned to maintain its success and shape the future of tennis footwear.

On’s collaboration with Roger Federer
Meet the players on On’s tennis roster