Sporting brands have seen a steady growth in the market owing to the high demand for apparels. Most of the big companies have established a stronghold over the years. Certain brands have also turned to sporting icons as investors for their growth. Similarly, On signed a deal with Roger Federer and his impact was visible quite instantly.

On recorded a whopping $1 billion sales last year and announced itself as a serious competitor in the market. They also signed deals with tennis stars like Iga Swiatek and Ben Shelton. However, the deals weren’t quite suffice as the brand failed to capture a major part of the market. A certified professional delved deeper into the matter and revealed the reason behind it.

Roger Federer’s On’s massive failure

Capturing the sneaker market is one of the hardest tasks for a sporting brand. On has faced similar issues as they have struggled to produce their own tennis shoes. Their running shoes are one of the finest in the market, but they do not provide lateral stability for tennis. A renowned podiatrist analyzed the cause behind it recently.

He suggested that certain shoes that might be perfect for Roger Federer would not work well for Iga Swiatek. According to Forbes, the podiatrist said, “It looks like the exact same shape as Roger Federer’s foot, so obviously they made that last for him and then said let’s just pump it out. It’s perfect to be used three or four times, and then that’s it, done, it’s almost useless.”

The price factor is also another hurdle for the company here. Expensive sneakers would not allow them to capture the non-professionals. The same podiatrist suggested that the professionals could go on with On sneakers.

However, amateur players would not be able to afford the same equipment. Prices of these shoes would rise up to $200, making it impossible for the casuals to purchase the product. On the other hand, the professionals could still afford to go ahead with On as they could afford to keep replacements.

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So, despite their record sales and Roger Federer’s involvement, On still has a way to go. They have taken some crucial steps with their promotional involving other tennis stars. However, the company still has a long way to go if they are to combat with their competitors.

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