Former Nike Icon Roger Federer Backs Brand Carving Out Niche in Athletic Apparel
Swiss-based On announces collaboration with Japanese lifestyle brand BEAMS.
Roger Federer was once Nike’s most prominent brand ambassador in tennis. Now, Federer partners with On, a rising Swiss company challenging Nike’s dominance.
Nike is still the biggest name in athletic apparel. However, Nike’s stock plunged yesterday after quarterly sales failed to meet expectations.
One reason for Nike’s retail woes is a drop in market share. Smaller companies like On and Hoka are growing while Nike is losing its edge.
This week, BEAMS and On announced a collaboration, a fusion of tennis culture and fashion.
The new tennis lifestyle collaboration blends country club style with street fashion. The collection will be available worldwide on July 1.
In an interview with BBC News presenter Steve Lai, GlobalData analyst Neil Saunders said Nike is on the back foot regarding storytelling and resonating with customers.
“There are a lot of nimble upstart brands that are much newer, like on and Hoka, they're producing around 30% growth in their latest quarter, so they're really capturing the imagination that Nike just hasn't innovated enough. It hasn't marketed enough,” Saunders told the BBC. “It hasn't told enough stories around its product. Things it was traditionally very, very good at have really gone on the back burner, and it needs to get on the front foot again, in terms of persuading people to buy products.”
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In the book The Roger Federer Effect by Simon Cambers and Simon Graf, Mike Nakajima, former Nike director of tennis, said Nike could have done for Federer what it did for Michael Jordan.
Nakajima left Nike in 2017, and Federer left the following year to sign a $300 million deal with Uniqlo. Nakajima was reportedly shocked when Federer left Nike.
“That should never have happened. For us to let somebody like that go, it’s an atrocity. Roger Federer belonged with Nike for the rest of his career. Just like Michael Jordan. Like LeBron James, like Tiger Woods. He’s right up there with the all-time greatest Nike athletes ever.” — Mike Nakajima, former director of tennis at Nike in “The Roger Federer Effect.”
Federer is more than an ambassador for On. The 20-time Grand Slam champion is involved in strategy, design and promotion.
Founded in 2010, the Swiss company developed a cult following for its running shoes before expanding into tennis and lifestyle wear. Iga Swiatek and Ben Shelton are among their most high-profile tennis brand ambassadors.
According to a statement released by On, the goal is to “establish a presence in the tennis world by introducing a unique line of sportswear and everyday products that resonate with tennis enthusiasts and fashion-conscious consumers.“
The Roger Pro: An Ode to the Maestro.
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Part of this new collaboration is The ROGER Pro, a lifestyle shoe that works well on and off the tennis court. The shoe features a synthetic leather upper, BEAMS debossed logo on the heel, Japanese and Swiss flags, gold logo details, and a sock liner referencing Wimbledon grass.
Courtside Coffee's story on Olympic gear mentions that athleisure is becoming the world’s wardrobe. More people move from work to workout in the same attire. On aims to capitalize on the comfort-first trend.
Earlier this month, On signed a multi-year deal with global superstar Zendaya, who will be a brand partner in promoting movement athleisure.