Ever since the retirement of Roger Federer last year, the Swiss maestro has been heavily invested in his business ventures. The former World Number 1 called time on his illustrious career at the 2022 Laver Cup. It was an emotional moment for fans and fellow players, as Federer bid adieu to tennis after more than 25 years in the sport. Subsequently, he has been in the news for his businesses. Most recently, his $10 Billion company dropped a massive update to which the breakout American tennis sensation, Ben Shelton, reacted.

Shelton has been having a dream 2023 season where he reached the semifinals of the US Open recently. Additionally, he has had decent appearances for a rookie at each of the four Grand Slam tournaments. Additionally, he was invited to play at the Federer-backed Laver Cup too. But Shelton’s

On Running’s latest update leaves Ben Shelton drooling

Recently, Roger Federer’s On Shoes dropped a massive update on their official Instagram handle. A new collab between Loewe and On is set to be launched next week on the 12th of October, where luxury Spanish craftsmanship will meet cutting-edge Swiss technology.

Shelton, who is active on social media platforms like Instagram and often shares glimpses of his everyday life, shared the clip of a teaser of the collab between On and Loewe via a story on his official Instagram handle. Additionally, he reacted with a drooling emoji, indicating that he can’t wait for this new collaboration.

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Shelton has been associated with On for quite a few years now. In fact, he once cited how Federer and his personally backed company On have helped fuel his tennis passion.

Ben Shelton on how the company of Roger Federer has helped him

The 20-year-old American has seen a massive rise this year. He has taken a step in the right direction and has the backing of both Federer and On. The former actually helped nurture his talent without the pressures of sponsorships or endorsements. Talking about it, Shelton said, “They never put any pressure on me to be in On shoes or On clothes right away if I wasn’t comfortable competing in them.”

Shelton is currently in China where he’s playing at the Shanghai Masters. He is through to the Round of 32 where he’ll face Roman Safiullin. Can Shelton dig deep in the tournament and boost the already burgeoning presence of On in the tennis sphere? Let us know your views in the comments below.

WATCH THIS STORY: Billionaire Roger Federer Leaves No Stone Unturned to Give Tennis a New Edge as He Vehemently Promotes Extremely Popular Sneaker Brand