On celebrates tennis expansion ahead of 2023 US Open

On the heels of its sixth consecutive quarter of record-breaking growth, Swiss sportswear brand On last week celebrated its entrance into tennis with an energetic, community-centred event at the iconic Fort Greene Park in Brooklyn.

On Aug. 23, with excitement building just days ahead of the 2023 US Open, more than 1,000 local fans joined tennis stars Roger Federer, Iga Świątek and Ben Shelton to kick off a new era in tennis as On doubles down on the sport.

As a thank you to the players who love the game, On invited nearly 150 of the community’s most-dedicated fans to experience the best of the brand on the court. Sporting On’s ultra-light Performance-T and high-performance ROGER Pro shoes, the players kept it moving all day with 36 rotating doubles games. In a surprise move, world No. 1 Świątek and rising star Shelton joined fans for a few rallies, with tennis legend Federer taking the mic to officially announce the brand’s entrance into the sport.

“At On, our mission is to ignite the human spirit through movement,” said Marc Maurer, On Co-CEO. “We started with running, and as we continue to grow across footwear and apparel, we see a massive opportunity to capture a new generation of fans through tennis. We’re partnering with the best in the game. We’re bringing innovative, high-performance footwear and apparel to a sport that’s eager for newness. We’re creating memorable experiences for our fans. And we’re just getting started.”

World-Class Partners

In March, On announced partnerships with Świątek and Shelton as well as Brazilian standout João Fonseca. At just 22-, 20- and 17-years-old respectively, these athletes underscore On’s investment in the future of tennis. In 2019, Federer joined On as an entrepreneur and a catalyst for the brand’s move into tennis.

“The collaborative nature of our athlete partnerships is what sets On apart,” said Maurer. “Roger, Iga, Ben and João each play a crucial and active role in the design, development and testing of every performance tennis product we create. We are incredibly fortunate and proud to have them in our court.”

Unrivaled Product Innovation

When On burst onto the scene just 13 years ago, it shook up the running industry with CloudTec, an entirely new kind of outsole that gives runners cushioned landings, powerful takeoffs and the sensation of “running on clouds.” On is bringing this same cutting-edge ethos to tennis.

“Innovation and On are synonymous,” said Maurer. “When I think about tennis footwear and apparel over the last several decades, there’s been hardly any innovation. Like we did with running, we are here to change that. Our product teams – in close collaboration with our athlete partners – are hard at work to reshape what tennis footwear and apparel can look like. You will see something completely new and different from On.”

Born from two years of research and testing and created in close collaboration with Federer, THE ROGER Pro – On’s first-ever performance tennis shoe – launched in 2021. To date, On and Federer have expanded THE ROGER collection into seven different models, including THE ROGER Clubhouse Mid, a retro-inspired lifestyle sneaker. In 2024, On will introduce its first-ever tennis apparel, which the brand teased at its Brooklyn event.

To shop On’s tennis-inspired collection, visit or one of the brand’s 23 stores around the world.

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