Back in 2019, Roger Federer made a calculated move, securing a 3% stake in ‘On’, now a $17.01 billion powerhouse trailing only Nike and Adidas. But the rivalry takes a new shape as a familiar challenger steps in. Andy Murray reignites their 11-14 duel, announcing a global partnership with Hylo Athletics, making April 1st anything but ordinary.

Andy Murray recently appeared in a new promotional campaign with Hylo Athletics. The video is styled as a mock press conference, where Murray unveils his partnership with Hylo and is presented with a ‘lifetime achievement’ award.

During the session, one reporter begins linking the partnership to Federer. “Andy, your on-court rivalry with Roger is well-documented, and some people might perceive your partnership,” they say. Murray quickly interrupts the question. “This has nothing to do with Roger’s success in the running industry,” he says.

The scene is intentionally chaotic and humorous. A cameraman accidentally appears in the frame, and part of the stage breaks during the exchange. Even before the questions begin, small mishaps are visible. A water bottle is left in frame, and someone in the background is seen falling asleep.

As the questions kept coming, reporters circled back to Roger Federer, asking Andy Murray whether he was trying to revive their rivalry in a new way post-retirement. Some even pointed to his 11–14 head-to-head record against Federer.

It’s easy to see why that rivalry still draws attention. It stretched across three Grand Slam finals, all won by Federer, and even included an Olympic gold medal showdown at the London 2012 Olympics, where Murray flipped the script.

Looking back on it, the 3x Grand Slam champion explained why building a close relationship with a direct rival at the very top of men’s tennis was never quite straightforward.

“We had some good matches. I like to think I did alright. I mean, I did win Wimbledon and the Olympics,” he said. Another reporter presses further on the rivalry angle. “But aren’t you worried that people might think that this is you starting another rivalry?” one reporter asked.

The 38-year-old gives a firm response again. “I want to make this very clear, it’s not about him,” Murray declares, before looking into the camera with a slight smile and nod, hinting he understands the narrative.

Beyond the humor, the product itself stands out. The shoes are made using materials like castor beans, corn, and seaweed instead of traditional synthetics. Hylo promotes them as environmentally friendly running shoes. They are designed to have a lower carbon footprint compared to standard footwear.

The company claims each pair produces around 19.84 pounds of carbon emissions. In comparison, a typical running shoe can reach around 30.86 pounds. It remains uncertain whether Hylo can compete with brands like On, Nike, and Adidas. However, its eco-friendly approach sets it apart.

Murray is not the only athlete supporting the brand. Patrick Bamford, Leeds United striker, is also among the notable names involved in its latest funding round.

This partnership reflects Murray’s growing involvement in business after retirement. It also shows how his rivalry with Federer is now finding a new expression away from the tennis court.

Andy Murray eyes padel team-up with Roger Federer

Andy Murray has stayed active since retiring after the 2024 Paris Olympics. He has shifted his focus from tennis to business and new interests. Since stepping away from the sport, Murray has explored several investment opportunities. He had already worked with Castore during his playing days.

He has now expanded into other ventures as well. One of them is Game4Padel, which has been growing steadily in the UK market. Away from business, Murray has also spent time improving his golf. He has reduced his handicap to around 0.7.

He is even aiming to enter qualifying events for The Open Championship. This shows his serious commitment to the sport. After working with Novak Djokovic for around six months, Murray has shifted his focus again. He is now spending more time on other sports.

Padel has become a major part of his routine. The 38-year-old is currently deeply involved in the sport. In an interaction with Advantage Padel, he was asked about his ideal partner. “Roger Federer,” he replied, naming Roger Federer as his dream teammate.

He was also asked to choose between padel and tennis as his favorite sport right now. “I play more padel than tennis now. So it’s got to be padel,” he said in January this year.

Murray also explained what draws him to the sport. “Padel for me is sociable. That’s why I play the game now, because I get to spend time with my friends. It’s also very healthy. Promotes an active lifestyle. So yeah, that’s why I love it.”

With his growing interest in padel, his connection to Federer is again in focus. From business rivalry to a potential partnership, their story continues to evolve.

It now remains to be seen how this long-standing rivalry develops in a new setting.