Roger Federer is making On Running the coolest brand in tennis

Roger Federer was Nike's golden child for 20 years. That's why in 2019, fans were shocked to learn his deal with Nike ended. This opened the door for a new brand to attach themselves to the GOAT. Enter, On Running. Over the last 5 years, the Swiss shoemaker has harnessed "The Roger Federer Effect" to boost sales and break into a new market. Here's how Roger Federer is making On Running the coolest brand in tennis.