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How Federer Built On’s Tennis Playbook for Mbappe
On was originally known mainly for making running shoes.
In 2019, Roger Federer joined the company and invested in it.
He helped design tennis shoes instead of simply wearing an On logo.
On first made a lifestyle tennis sneaker and later created a competition shoe for him.
This helped On enter the tennis market.
Kylian Mbappe has now left Nike and joined On in a similar cash-and-equity deal.
On wants to build football products with Mbappe, including its first football boots in 2027.
The two partnerships are similar, but Mbappe’s move happened more quickly and his ownership stake is not publicly valued.
Roger Federer joined On in 2019 as an investor, designer and representative, rather than only as an endorser.
On developed THE ROGER Centre Court lifestyle sneaker in 2020 and its first competition tennis shoe in 2021.
Federer helped On create a tennis product line that became a continuing franchise after his retirement.
Kylian Mbappe left Nike for an On deal combining cash and equity, with Thierry Henry helping recruit him.
On plans to launch its first football boots in 2027, though Mbappe’s equity stake has not been publicly valued.
- Who
- Roger Federer, Kylian Mbappe and On are central to the story; Thierry Henry helped recruit Mbappe.
- What
- On is applying a partnership model used with Federer to its new football relationship with Mbappe.
- Where
- The tennis shoe debut took place at the Qatar Open in Doha; On is a Swiss sportswear company.
- When
- Federer joined On in November 2019; On launched tennis products in 2020 and 2021; Mbappe joined On in the reported month, with football boots planned for 2027.
- Why
- On is using athlete investment, product development and equity to expand beyond running into tennis and football.
Strategic Repeat
Important Differences
Athlete partnership model
Strategic Repeat
Mbappe’s cash-and-equity deal could give him a role in building On’s football business, similar to Federer’s investment and design partnership in tennis.
Important Differences
The article says the comparison is limited because Mbappe’s stake has not been publicly valued, while Federer’s equity later had a public reference point after On’s listing.
Expansion beyond running
Strategic Repeat
Federer helped On move from running into tennis, and Mbappe could similarly help the company establish itself in football.
Important Differences
Football is not an identical repeat: On has not yet launched its first football boots, and those products are not planned until 2027.
Timing and transition
Strategic Repeat
Both athletes moved from established relationships with major sportswear companies to help On create a new category.
Important Differences
Federer’s transition was staggered, with Uniqlo taking his apparel in 2018 and On tennis shoes arriving three years later; Mbappe’s footwear switch from Nike was a cleaner, more immediate change.
Key facts
- Federer’s On role
- Investor, contributing designer and representative; On described him as a co-entrepreneur.
- First On tennis lifestyle product
- THE ROGER Centre Court, launched in July 2020.
- First On competition tennis shoe
- THE ROGER Pro, debuted by Federer at the Qatar Open in Doha in March 2021.
- Mbappe’s deal
- A cash-and-equity agreement with On after ending a Nike relationship that began in 2006.
- Planned football product
- On’s first football boots are planned for 2027.
- On’s 2021 valuation
- The company was valued at around $11.3 billion after its September 2021 New York Stock Exchange listing.
Quotes
Olivier Bernhard
On co-founder
“I’ve been a fan of On and its products for a while, but after talking to the founders I realised we have a lot more in common than just our Swiss roots. I’m excited to be part of the On team and to work on the future of a next-generation global sports brand.”
livemint.com
“It became clear that there was a unique opportunity to forge a joint entrepreneurial path that is very different from an athletic sponsorship that a big company would do.”
livemint.com
Sources
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