Allemann said one of his long-term ambitions is to incorporate natural, bio-based materials (in lieu of the usual plastic or leather) that still live up to customers’ expectations. Allemann, left, discussing a shoe’s features with a designer.
“I wanted to make sure we could integrate On’s same technology into a street shoe,” Federer explained.
If you run into Roger Federer on your way to board a plane, do not be surprised if he looks you up and down, or mostly down. Here's an exclusive interview with the tennis legend. Federer started to wear Ons for his sprints training, and has been building a relationship with the brand ever since. You can get a glimpse in the Juergen Teller photo above and by tuning into The latest fashion news, beauty coverage, celebrity style, fashion week updates, culture reviews, and videos on Vogue.com.A daily recap of the biggest runway news, latest trends, and emerging designers. Federer’s arrival at On comes at an important time in the evolution of both the brand and the According to its founders, On has been profitable since 2014. “Now,” he said, “it feels good committing to what will come next.”Roger Federer in London getting hands-on with his new investment, the Swiss sneaker company On.The distinctive logo and CloudTec sole make On products stand out.The founders of On (from left), Olivier Bernhard, David Allemann and Caspar Coppetti, at the On design studio in Zurich.Mr. Classic white sneakers have become the foundation of our modern wardrobe, a shoe that works with everything—jeans, leggings, or even a dress or suit. If you run into Roger Federer on your way to board a plane, do not be surprised if he looks you up and down, or mostly down. “You can almost feel your image and success fading.”In the past, he said, he never used to want to dwell on life after tennis. But in Germany, the Cloud has become the second most-sold sneaker after Nike’s Air Max 270, according to NPD, a research firm; in America, now On’s largest market, increasingly the shoes are a mainstay of gym floors on the East and West coasts.
“The first version Roger tried out was really bulky, because we were trying to reinvent a sneaker,” On’s cofounder David Allemann explained. That could certainly be in the works, but he wanted the Roger to be a “tennis-inspired” sneaker that anyone can wear. (He is building his familyFederer-designed products are already in the pipeline for next year, and he will represent the brand publicly, though he also ticked off other responsibilities.“Brand building and global marketing,” he said. Lately, however, despite stressing that he is far from finished playing, Mr. Federer has started to talk more openly about what comes next. Anderson wear Clouds; so do Hollywood types like Will Smith, John Malkovich and Emma Stone (the company said it does not pay people to wear its products). “How to connect with fans across cultures. “If you look at other tennis-inspired shoes, they were designed a really long time ago, back when Björn Borg and John McEnroe were playing tennis”—and most have retained the same clunky, vulcanized rubber soles.
Federer’s new sneaker for On, dubbed The Roger Photo: Courtesy of On . Even before anything was signed by him or his longtime agent Tony Godsick, Mr. Federer said, he had been going to the On office every time he was in Zurich to give feedback on product colors and cuts, growth ideas and marketing.
Because I love that part too.”How is Federer styling his own pair of the Roger? Then, pulling on a burnt orange pair with terra cotta laces and distinctive hollow little pods that ran the length of the soles, he acknowledged that that was probably a conservative estimate, given all the shoes he has from past matches. For nearly as long, he has defied their expectations.
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