Federer-backed On brand is finally catching on with clever French Open social media promo

The Roger Federer-backed Swiss performance brand On is an afterthought in tennis because of its lack of marketing at big events. We see countless photo shoots and social media drops for Adidas, Wilson, Nike, and others, but not usually On.

Finally, the brand decided to use its superstar ambassadors: Flavio Cobolli, Joao Fonseca, Ben Shelton, and Iga Swiatek to drop a clever social media promo for the French Open.

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Watch the On promo

It is set in a tennis sporting goods store with the “employees” helping customers find their latest tennis sportswear.

Shelton delivers the winning line at the register admitting he does not know much about tennis.

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Is trouble on the horizon for On?

Shelton’s contract with On expires at the end of this year. He is being sought after by multiple suitors.

He will have a decision to make, and will the brand suffer if the top ranked ATP player in its arsenal walk away?

There have always been questions as to why On could not get another female player. Swiatek is a tremendous get, but another WTA player would add to its luster and perhaps motivate greater creativity with the styling of the tennis kits.