41-Year-Old Roger Federer’s Billion Dollar Worth Sneaker Company in a Fix as WTA World No. 1 Iga Swiatek Opts for Sports Rival Brand’s Shoes at Madrid Open 2023

Several brands worldwide have collaborated with sports professionals to improve their status. Nike, Adidas, Reebok, and Puma are some of the few top sports businesses which are always looking to rope in top talents to endorse their brand. World number 1 Iga Swiatek struck a deal with Swiss brand On Running in March this year. However, she recently stirred up a bit of a controversy as she decided to wear a pair of shoes from a rival brand for her match in the Madrid Open. 

On is a Swiss shoe brand that has expanded its reach vastly in the last few years. They signed a deal with Roger Federer in 2020 after his long-term association with Nike collapsed. Since then, On has been able to expand their operations enormously and signed on a few players as well.

Iga Swiatek’s choice of shoes raises questions

Being the world number 1 in anything will attract brands like moths to a flame. Iga Swiatek’s ranking in the WTA circuit makes her a desirable figure for companies to reach out to. Swiatek signed with On this year as the company looks to expand its reach. Part of the deal means that On will design shoes with a personalized touch for Swiatek, and she has to wear them every match.

However, she caused quite a controversy as she decided to switch the brand of the shoes for her match in the Madrid Open. Instead of wearing shoes from On, she chose to go for the Japanese brand Asics. Journalist Craig Shapiro shared the news on the official Twitter account for his podcast. He stated, “Bad look for On i reckon Iga in Asics shoe. Always tricky to switch shoes, but still“.

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The outcome of this move is yet to be seen, as Swiatek had switched from Asics to On but returned to the Japanese brand.  

When On signed other players

Roger Federer has a prime stake in On. The former player signed on with them after he left Nike. The brand also signed players like Ben Shelton and Iga Swiatek in March as part of their expansion strategy. The deal was made in the hopes of expanding its reach with the younger tennis audience. 

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Swiatek’s decision to wear a different brand could spell trouble for her. How do you think the deal will proceed? Tell us in the comments.