Sports · Tennis · 9 hrs ago
Roger Federer’s fame helps Western brands grow in China
Retired tennis star Roger Federer is visiting China to promote partner brands including On, Lindt and Uniqlo.
He travelled from Tokyo to Shenzhen and then Shanghai, where he watched an ATP tournament.
Federer has worked with Uniqlo since 2018, has been an investor in On since 2019 and has promoted Lindt since 2009.
China is On’s second-largest market, and the company plans to increase its store count there from more than 80 to 100 by the end of the year.
Lindt’s sales in China rose 19.3% in 2025, while its sales in Japan rose 18.3%.
Federer’s past tennis success and international image give the brands attention and prestige as they seek customers in China.
His appearances turn nostalgia into a marketing asset because he now plays tennis only rarely.
Roger Federer’s popularity is helping Western brands attract customers in China, where demand for international premium brands is growing.
Federer, who retired from tennis, has become a luxury and lifestyle brand in his own right.
Sportswear company On uses him as its most prominent public face and operates more than 80 stores in China.
Swiss chocolate maker Lindt & Sprüngli reported 19.3 percent sales growth in China in 2025.
Federer also has a long-running partnership with Japanese clothing company Uniqlo, which is seeking to strengthen its position in China.
- Who
- Roger Federer and his brand partners, including On, Lindt & Sprüngli and Uniqlo.
- What
- Federer’s fame and image are helping Western brands build business in China.
- When
- The article was published on October 15, 2026; it describes Federer’s current trip through Asia.
- Where
- China, including Shenzhen and Shanghai; Federer had also visited Tokyo.
- Why
- The article says demand for international premium brands is growing in China, where they signal quality, status and a Western lifestyle.
This story does not have two clearly opposing sides.
Uniqlo signed Federer to a 10-year contract reported to be worth $300 million.
Federer became a shareholder in On.
On’s revenue in the Asia-Pacific region rose by 96.4 percent, while Lindt & Sprüngli’s sales in China grew by 19.3 percent.
On opened its largest flagship store in China, in Shenzhen, covering 802 square metres.
Federer travelled from Tokyo to China and visited Shenzhen during a trip through Asia.
- On stores in China
- More than 80; 100 planned by year-end
- On Shenzhen flagship store
- 802 square metres
- On Asia-Pacific revenue growth
- 96.4 percent in 2025
- Lindt & Sprüngli sales growth in China
- 19.3 percent in 2025
- Uniqlo contract with Federer
- 10 years, signed in 2018; reported value of $300 million