Roger Federer made headlines once again, not for his achievements on the court, but for the remarkable success of his business venture with Swiss athletic brand On. In a recent interview with CNBC, the 20-time Grand Slam champion admitted he was taken aback by how rapidly the brand grew after he joined forces with them. “I never thought it was going to work this well,” Federer said. “All I thought was it would be cool to work with a Swiss brand, help the guys out.”
From collaboration to global impact
Federer acquired a 3% equity stake in On and became the face of the brand, contributing to the design of his own shoe line. His involvement gave the company a massive boost in visibility and credibility. When On went public in September 2021, its valuation soared to $12 billion, with shares priced at $24. Federer’s stake, initially a modest investment, skyrocketed in value to an estimated $360 million—nearly triple his career earnings from tennis.
A legacy beyond the court
Federer’s earnings from On now far surpass the $130 million he made during his playing career. Yet, the Swiss icon remains grounded in his approach. “Now you can think I was a little naive and I always wanted them to be successful, but not at this speed like that,” he remarked. “I didn’t know that a brand could grow this quickly.” His calm reflection on the financial windfall highlights his genuine surprise and humility.
Still a magnet for global brands
While On has become his most lucrative venture, Federer continues to attract major sponsorships from brands like Rolex, Uniqlo, and Wilson. His marketability remains unmatched, and his influence extends far beyond tennis. “It’s been a wonderful journey. The numbers are incredible and hopefully we can go into new sports if we want growth,”
Federer added, hinting at future expansions with On.A new chapter in Federer’s story
Federer’s transition from athlete to entrepreneur has been seamless, and his success with On is now a defining part of his legacy. His ability to inspire, innovate, and elevate a brand to global prominence reflects a new dimension of his career. “I started to really get a sense of how important my opinions could be on a product and we’ve had a lot of good moments since – a lot of fun – and I love coming here,” he said of his work at the On Lab. The journey continues, and Federer’s influence shows no signs of slowing down.