Roger Federer’s Sneaker Brand ‘On’ Gets Another Boost After Blockbuster NYSE Debut

Published 09/17/2021, 12:38 PM EDT
Tennis – Wimbledon – All England Lawn Tennis and Croquet Club, London, Britain – July 3, 2021 Switzerland’s Roger Federer celebrates winning his third round match against Britain’s Cameron Norrie Pool via REUTERS/Jed Leicester


Just as tennis fans are slowly going back to their normal lives after a memorable and ecstatic two weeks at the US Open, the fourth edition of the Laver Cup is all set to bring back the excitement for yet another year. The exhibition event, which will played at the TD Garden in Boston, will be missing Swiss tennis legend Roger Federer for the first time since its inaugural edition in 2017.

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PRAGUE, CZECH REPUBLIC – SEPTEMBER 23: Roger Federer and Rafael Nadal of Team Europe react during there doubles match against Jack Sock and Sam Querrey of Team World on Day 2 of the Laver Cup on September 23, 2017 in Prague, Czech Republic. The event runs from 22-24 September. (Photo by Clive Brunskill/Getty Images for Laver Cup)

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Roger Federer and Rafael Nadal will be missing out on the fourth edition of Laver Cup

But, there will be no shortage of talent this year with both Team Europe and Team World possessing extraordinary talent in the form of Daniil Medvedev, Stefanos Tsitsipas, Nick Kyrgios, Felix Auger-Aliassime amongst others.

Along with Federer, Rafael Nadal will also be missing the team event as he is recovering at home from a foot injury he sustained during the European clay-court swing.

With the exclusion of two of the biggest stars, it’s once again a chance for youngsters from both Team Europe and Team World to flex their tennis skills and gain as many fans as they can.

Roger Federer of Team Europe and Nick Kyrgios of Team World poses for photo during Day 2 of the Laver Cup 2019 at Palexpo on September 21, 2019 in Geneva, Switzerland.  The tournament runs from September 20-22. (Photo by RvS.Media/Monika Majer/Getty Images)

The first day of the fourth edition will start next Friday. As the schedule is yet to be revealed, Roger Federer’s clothing sponsor Uniqlo had recently joined the Laver Cup as the official Life-Wear partner.

Few days after this announcement, On shoes, a Switzerland based footwear brand, which impressed Federer a couple of years ago to the point where he decided to buy an active stake in the firm, has now become the official athletic footwear brand for the Laver Cup.

On Running becomes the official shoe wear brand for the Laver Cup 2021

The company has already begun the sale of their new model of sneakers, titled ‘Roger Advantage Laver Cup shoe’. It’s available for fans to purchase on the company’s official site and the same will be sold during the three-day tournament in Boston from 24th of this month.

Taking about the partnership between On running shoes and the Laver Cup, tournament CEO Steve Zacks said, “On has quickly developed a reputation for innovation in design and performance, and is now a leading brand in the US, Europe and Japan. This is the perfect fit for the Laver Cup”. 

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In the first three editions, Roger Federer played a crucial role in ensuring Team Europe’s victory alongside Rafael Nadal, Dominic Thiem, Stefanos Tsitsipas, and others.

Even though the Swiss Maestro won’t be there for this year’s edition, fans attending the event will have the chance to buy his On shoes and Uniqlo merchandise.

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Sagar Ashtakoula

466 articles

Sagar Ashtakoula is a tennis writer at EssentiallySports. He has been following the sport since 2007. Having developed an interest in creating content, he mixed his passion for writing with his love for tennis for 2 years at SportsKeeda before joining the tennis team at EssentiallySports.

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