When Roger Federer was a dynamic young gun, the tennis world certainly had lesser limelight, unlike today’s prodigies. After 2 decades, the Swiss maestro has been giving that due limelight to the current generation of young tennis talents, even when retired. Team8, his talent management organization, houses stars like Coco Gauff, the current US Open champion. Through his brand On Running, they have the 3-time French Open champion, Iga Swiatek. Along with Swiatek, they also signed Ben Shelton and another young sensation from Brazil.

Their investment seems to be paying off greatly as Shelton went far in his current run, and Joao Fonseca, a junior player, won the US Open juniors. The Swiss shoe and sports apparel brand was signed by Shelton in 2022 when he was just an emerging star. They signed Fonseca this year, which came as a sign of the growth of the company. Now, with their achievements, the company is only on the path to improve further.

Roger Federer’s On celebrates US Open junior champion

In March this year, the Swiss shoe company further increased its range as they signed on the Brazilian rising star Joao Fonseca. He was the first player born in 2006 to reach a quarterfinal of an ATP Challenger.

In 2023, the 17-year-old reached the quarterfinals of the junior French Open as well as the juniors’ quarterfinal in the glorious Wimbledon. Additionally, he reached the final of the junior Australian Open in doubles. These achievements only show his improvements, and now, the investment made by the $11 billion company has paid off with the big prize for Fonseca.

The Brazilian junior player won his first junior grand slam at the US Open and showed the world his talents. His win was celebrated by the Swiss shoe company as they shared a picture of the player on their Instagram page with the caption, “Junior Grand Slam champion. @joaoffonseca. Wow. Just wow. 🎾💥 #DreamOn“.

He won against a player who had the support of the home crowd and managed to snag his victory in three sets. His win was celebrated loudly by all in attendance. In addition to being the boy’s US Open champion, On had a reason to celebrate on the senior ATP Tour as well.

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Ben Shelton works his magic to reach the semifinal

The player who turned pro last year made a big jump as he played till the quarterfinal of the Australian Open. His performance declined a little, but the 20-year-old was better than ever going into the US Open.

Ben Shelton played fantastic matches until his bout with Novak Djokovic in the semifinal. He lost to the Serbian player but put on a great show prior to this bout. He made a record of hitting the second-fastest serve of the US Open twice in one game. 

His efforts have launched him to a new level of fame, which will further go on to benefit On. The Swiss shoe company struck gold with these two players and can now expand its roster further due to the efforts of these young stars.

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