In the competitive sportswear market, few brands have captured attention as quickly as ON. Known for its innovative design and comfort, ON quickly rose to prominence with athletes and lifestyle enthusiasts alike. A pivotal moment in the company’s growth came in 2019 when Swiss tennis legend Roger Federer became a strategic partner and investor in the brand. This partnership not only elevated ON’s profile globally but also shaped its product development and marketing strategies. This case study explores how Federer’s involvement propelled ON’s rise and examines the company’s broader marketing strategy.
The Rise of ON Shoes
ON was founded in Zurich, Switzerland, in 2010 by Olivier Bernhard, David Allemann, and Caspar Coppetti. The brand aimed to disrupt the running shoe industry by focusing on cushioning technology, specifically with their patented “CloudTec” soles. The unique design provides a blend of soft landing and explosive takeoff, resonating with runners who sought both comfort and performance. Within a decade, ON grew from a niche player into a global brand sold in more than 50 countries.
Despite this early success, ON needed to boost its visibility and credibility in the sports world. This is where Roger Federer came in.
Roger Federer’s Partnership with ON
In November 2019, Federer became both an investor and a key collaborator at ON. Federer’s involvement was not just a symbolic partnership; he was hands-on in helping shape the brand’s vision. As a globally recognized athlete with 20 Grand Slam titles to his name, Federer brought unprecedented global awareness and credibility to the Swiss brand.
Product Development: The “Roger” Series
Federer’s influence on ON extended beyond his public endorsement. He worked closely with ON’s design team to co-create the “Roger” series of tennis-inspired lifestyle shoes. The first release, The Roger Centre Court, debuted in 2020, marked by minimalist design, premium materials, and ON’s CloudTec technology. The shoe was positioned as both a performance and lifestyle product, catering to Federer’s fans and sneaker enthusiasts alike.
By leveraging Federer’s reputation for grace, precision, and quality, ON created a line that symbolized elegance on and off the court. The collaboration underscored ON’s ability to bridge the gap between sports performance and everyday lifestyle, expanding its market reach.
Marketing Strategy: A Blend of Authenticity, Innovation, and Community
1. Leveraging Federer’s Global Reach
Federer’s involvement gave ON unparalleled exposure. His social media presence alone helped ON reach millions of consumers who may not have been aware of the brand previously. The marketing campaigns around the “Roger” shoes were carefully crafted to align with Federer’s brand values—quality, longevity, and Swiss precision.
ON and Federer emphasized authenticity in their messaging. Rather than over-commercializing the partnership, they focused on the shared values of innovation and performance. Federer’s natural, genuine endorsement helped build consumer trust in the brand, translating to increased sales.
2. Product-Centric Marketing
ON’s marketing strategy revolves around the products themselves, with a strong emphasis on their unique CloudTec technology. The cushioning system is highlighted in almost all advertising, demonstrating ON’s commitment to performance and innovation. This technology-forward approach is a key differentiator from traditional running shoe brands.
ON’s campaigns frequently focus on the functionality and design benefits of their shoes, using imagery that illustrates real-world use cases. Whether it’s elite runners or everyday consumers, ON’s marketing showcases how their shoes provide both comfort and performance.
3. Sustainability Messaging
As consumers increasingly demand sustainable practices from the brands they support, ON has made strides in incorporating environmentally friendly materials into its products. The launch of the Cyclon program in 2020, which allows consumers to lease 100% recyclable shoes, reflects ON’s commitment to sustainability. The program is designed to appeal to eco-conscious consumers, positioning ON as a forward-thinking, responsible brand.
Federer’s involvement also aligns well with this narrative, as the tennis star has shown an interest in sustainability and ethical manufacturing practices throughout his career.
4. Focus on Community and Experiential Marketing
ON has built a strong community around its brand, offering runners more than just shoes. Their marketing approach includes sponsoring events, organizing running clubs, and creating digital platforms for athletes to connect and share experiences. These grassroots marketing efforts foster a sense of belonging and loyalty among customers.
In addition, ON employs experiential marketing by offering pop-up stores and running events where consumers can try their products first-hand. These experiences allow consumers to connect directly with the product and the brand, deepening their relationship with ON.
5. Digital and Social Media Strategy
ON has leaned heavily into digital channels, leveraging social media to engage with both athletes and lifestyle customers. Their digital campaigns are sleek, minimalistic, and often feature user-generated content to build authenticity. They effectively use platforms like Instagram to showcase athletes using their products in real-world situations, blending aspiration with relatability.
Federer’s vast social media presence also plays a key role in amplifying these campaigns. When Federer posts about ON, it garners significant attention, creating a viral ripple effect that draws in both existing fans and new customers.
Results: Growth and Global Expansion
Since Federer’s partnership with ON, the company has seen significant growth. In September 2021, ON went public with an initial public offering (IPO) on the New York Stock Exchange. The IPO raised approximately $746 million, giving ON a valuation of around $11 billion. Federer, as a shareholder, has a direct financial interest in the brand’s success, solidifying his role as both an athlete and a business mogul.
ON’s revenue has also grown steadily, partly due to its expanding presence in the U.S. and Europe, as well as increasing e-commerce sales. Federer’s global reach has helped ON tap into new markets, while the brand’s commitment to innovation and sustainability has kept its core customers loyal.
Roger Federer’s partnership with ON Shoes has been a game-changer for the brand, bringing unparalleled global exposure, credibility, and product development insights. His involvement reflects a strategic move by ON to align itself with a world-renowned athlete who embodies their values of innovation, quality, and precision.
ON’s marketing strategy, which blends authenticity, product innovation, sustainability, and community, has helped solidify its place in a crowded market. By balancing Federer’s star power with product-centric messaging and grassroots engagement, ON has successfully positioned itself as a premium brand in the sportswear and lifestyle sectors, with a promising future ahead.