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Seventeen years after he won his first Wimbledon title,  20-times Grand Slam tennis champion Roger Federer has just launched “THE ROGER Centre Court 0-Series.”

Roger Federer and The Roger Trainer sneakers
It a tennis-inspired all-day sneaker for everyday, travel, and “urban exploration” usage.  Feder has invested in the Swiss running shoe brand founded in 2010 by Caspar Coppetti,  David Allemann, and Olivier Bernhard. “On” makes Cloud shoes, long a favorite with Federer. The patented technology, “CloudTec,” gives runners soft landings and springy takeoffs.

The Cloud has become the second most-sold sneaker after Nike’s Air Max 270. The US is now On’s largest market. “We have chocolate and watches, but Roger is one of the biggest Swiss exports ever and has done wonders for the image of Switzerland abroad,” Mr. Coppetti says.

Roger Federer and his design team
“I learned to embrace personal style a while ago, both on and off the court, says Mr. Federer.  After a decades-long sponsorship agreement with Nike ended in 2018, Mr. Federer signed an apparel contract with Uniqlo, reportedly worth $300m. Federer already has brand partnerships with Rolex, Moët & Chandon, Mercedes-Benz, Rimowa, NetJets, and Credit Suisse.  Industry experts doubt the O-series will be limited edition for long.

Mr. Federer started wearing Ons for sprints training. He has been building a lakeside house in Zurich not far from On’s HQ. Other Federer-designed luxury products are in the pipeline.