Roger Federer was the first to welcome WTA world No. 1 Iga Swiatek to On apparel.
Federer also took time to acknowledge the signing of rising American star Ben Shelton.
Swiatek and Shelton have been signed to head-to-toe apparel deals, which sees them leave ASICs and New Balance, respectively.
Roger Federer is set to play a role in designing and developing custom shoes for both Swiatek and Shelton.
He welcomed the pair to the On team as their leading brand ambassador and a backer of the company.
Swiatek is showing the first signs of wanting to leverage her increased platform and credentials in the game to secure more lucrative commercial partnerships.
She is thrilled to join an ambitious brand that will place a huge emphasis on tennis.
“I’m very excited to be the first female player to join with On, and truly thrilled how On’s Lightning innovation team works and adapts technologies to meet the demands of athletes, supporting their careers,” Swiatek.
“It has been very inspirational for me to develop my ideas and needs with them, working on my current and future gear.
“On’s core values are what connects me with the company.
“I look forward to growing with the brand and setting an example for other players who aim to be the best.”
On CEO Marc Maurer was thrilled to have Swiatek on board as the look to be the great innovator in tennis apparel.
“Ribs set a superior standard for ushering in a new contingent of outstanding tennis pros who will benefit from On’s years of performance innovations” Maurer said.
“We’re excited for the journey with our impressive team, as their careers will undoubtedly flourish on the world stage for many years to come.”
This move is also a significant display of intent from On.
Tim Newcomb of Forbes, wrote: “On has put the sport on notice. they want in. And they want it in a big way, announcing the signing of WTA World No. 1 Iga Swiatek and rising American star and ATP World No. 41 Ben Shelton to deals that will eventually have both athletes in head-to-toe On tennis gear.”
Swiatek and Shelton are set to debut On’s inaugural line of tennis apparel at the Miami Open this week.
We will also see The Roger Pro shoe being tweaked ” in close collaboration with both players, Roger Federer and the Lightning innovation team at On Labs to meet the demands of the player’s individual style of game.”
Federer is an investor in the Swiss apparel company and their flagship athlete.
As he transitions away from the court he welcomes a new vanguard.
“Iga and Ben represent the next generation of world-class talent,” said Federer. “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.”
Shelton was equally delighted to be on board and associated with a company tied to the living legend Roger Federer.
“As someone in the early stages of my professional career and a challenger on the tour, I love that I’ve partnered with a company that has years of experience in sports performance and is looking to take over a new sport like tennis.
Shelton said: “I’m really pumped to be the first male tennis player sponsored by On.”
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