Words by Iain Fuller. Photography by Nicolas Haeni and Simon Almers.

A small side room in the bustling heart of On Labs surrounded by prototypes, fabric samples and shoe lasts is not really where I imagined meeting one of the world’s most recognizable tennis players. But it’s a location that has become something of a second home to Roger Federer since the twenty-time grand slam winner first joined On as a co-entrepreneur in 2019.

After spending over two decades on the pro tennis tour, it might’ve been easy for Federer to sit back and reflect on a job well done. But that is most definitely not in his nature. Instead of retreating into the shadows of retirement, he’s emerged as a driving force in reshaping the future of tennis. His constantly developing partnership with On stands as a testament to this ambition.

But where did this potentially genre-defining relationship begin? Well, unlike more traditional brand-athlete partnerships, this one didn’t begin with sponsorship talk. Because Federer had already been spotted wearing On. Instead, it started over dinner with the On Founders, where shared values and a passion for innovation and design became immediately apparent.

“I wanted to help a Swiss brand create something cool. Do something different and make something meaningful."

The rest, as the old adage goes, is history. 

“The last five years have almost gone by in a flash. Obviously, I wanted to play tennis forever. That was my dream when I was a little boy, But when that was officially over, I had more time and I could be here at the Lab, working and talking together. So 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.”

Just like his play on court, this transition from player to creator appeared natural and smooth for Federer, but is that really the case? “The first six months or so [working with On] were at the tail-end of my career. But after that, and even through COVID, we were able to work on a lot of cool projects. And we did some great work on what became THE ROGER Pro. Which we actually got ready just in time for my comeback from injury in Doha [in May 2021].”

That first shoe, just like its co-designer, quickly became an icon. But where does it rate on Federer’s intimidatingly impressive list of accomplishments? “It was a real learning curve. Having played so many matches and trained so hard over the past 25 years, putting everything together into one shoe was a great pleasure. I really enjoyed it.”

After a lifetime on court, it was only natural that Federer would have a strong opinion on how a tennis shoe should feel and look. “You want them to be comfortable – you’re going to be in them for hours on end, sometimes in 40-degree heat [Celsius, 104 degrees Fahrenheit] – but I also really wanted them to be something you could wear on the street. That was important to me.”

Like all good things, they took a little time to perfect. “I remember trying the first sample when I was in Australia, and we were not happy with it. They were nowhere near where we wanted them to land. It was almost a disaster. But by the second version… They were already so much better.

“I obviously wanted to make sure that the shoe was a safe and good [to play in]. But, at the same time, On was new to tennis. The experience was in running. So getting to that final shoe – the innovation, the design, everything – was a great accomplishment.”

This was just Federer’s first step to infusing On with tennis DNA, and he’s been building on this work with the team in the On Labs ever since.

“There was always the risk of ending up in a very similar place [to existing norms] when it comes to tennis shoes, you know? But I think we have found a space for innovation.”

After all these years involved in the game, primarily as a singles player, Roger’s spark for continued invention and challenge is rooted in a desire to collaborate. “Working together is key when it comes to creating something special. I love coming in and talking to the team, adding my perspective and listening to them – I feel like I was able to ignite a love, a passion, for tennis. And then, by doing a lot of the testing, I can bounce in and out of the tennis world on some level as well.”

This approach of constant evolution rather than revolution led Federer and his team to create THE ROGER Pro 2 – which launches in May 2024. “We designed it more for sliding, gliding, gripping, because that’s how players move these days. My playing style was on the smooth side, but players now are much more aggressive, and I think it’s important to understand that.”

Two pro players sliding, gliding and gripping their way across the courts are Iga Świątek and Ben Shelton. How does Federer feel about seeing his shoes worn by this next generation of athletes?

“I want to see the best movers in the game in THE ROGER, so I get a real kick when I see Iga or Ben doing well in them, winning tournaments. But I also think it’s cool when I see other players, players without contracts or any association like that, who are wearing them.

“If I could see one of our athletes win at Wimbledon, that would make me so happy. Just because I know how much it means to any player to win the biggest of tournaments.“I'm sure that we're not going to stop at the players we're currently working with. I feel like we’re doubling down on our commitment to tennis. But, we're going to do it the On way. We’re going to do it through supporting the grassroots, we’re going to do it by igniting the human spirit through movement. And I think doing it that way is really refreshing.”

Grassroots communities are vital to the continuing health of a sport. With social media and the tennis-focused Netflix series Break Point acting as a catalyst for a new generation of tennis fans, how does Federer feel about the state of the game that has given him so much?

“I think it’s important to remind people that it’s not all about the people on Centre Court – the superheroes wearing all white... There’s a whole other world of tennis out there. And it’s where we all started. So take moments to be grateful, to be thankful, to give back, and don't forget your roots – don't forget to thank the people who make it all possible. On does a really nice job of inspiring new people, new communities, to get involved as well. And that has always been very important to me, as I’ve had my own foundation for 20 years, where we’ve been trying to do similar things.”

It’s those last two comments that sum up Roger Federer. A player, who for many is the greatest to ever pick up a racket, was a true superhero on court. But he’s never forgotten what the sport he loves has given him. Now, he’s determined to make sure others get the chance to feel the same way.

Roger Federer and On are on a mission to change the game of tennis. Discover the latest additions to THE ROGER collection now.