How Roger Federer is Building the New Nike ๐
The story of how On Running became the fastest growing shoe brand in the world.
Welcome to Athletic Interest,
When Roger Federer left Nike in 2018, many called him crazy.
The duo had become synonymous with tennis and victory. They sold a lot of shoes together.
And then, Federer simply decided to leave. Fans and the press agreed that it was a mistake. Nike has access to the best new technology, not to mention the Nike marketing machine, that has built athletes like Cristiano Ronaldo and Michael Jordan into global icons.
They all said he would never taste victory again. And they were technically correct. Federer failed to win another major honour after leaving Nike. Although, he did score a massive victory elsewhereโฆ
In 2019, Federer invested in a small Swiss shoe company and helped transform it into the fastest-growing shoe brand in the world. Federer has created a major new competitor for Nike.
In this weekโs video, we explore the secrets behind the billion-dollar rise of On Running and learn how the company is borrowing from Nikeโs proven tactics to challenge for market share.