On Signs Iga Swiatek And Ben Shelton To Head-To-Toe Tennis Deals

If having Roger Federer wasn’t a strong enough tie to tennis, On has put the sport on notice. They want in. And they want it in a big way, announcing the signing of WTA World No. 1 Iga Swiatek and rising American star and ATP World No. 41 Ben Shelton to deals that will eventually have both athletes in head-to-toe On tennis gear.

“I’m very excited to be the first female player to join with On, and truly thrilled how On’s Lightning innovation team works and adapts technologies to meet the demands of athletes, supporting their careers,” the three-time major champion says. “It has been very inspirational for me to develop my ideas and needs with them, working on my current and future gear.”

Swiatek, 21, and Shelton, 20, will debut On’s inaugural line of tennis apparel at the Miami Open. The newly developed on-court collection for the professionals gives On its first official foray into tennis apparel.

Fans may know the footwear a little better. The Roger Pro sneaker was first introduced on court by Roger Federer in March 2021 and has been seen on the world stage since, worn by a variety of professional players.

On says an in-development new edition of The Roger Pro shoe is being “custom-designed in close collaboration with both players, Roger Federer and the Lightning innovation team at On Labs to meet the demands of the player’s individual style of game.”

Once the footwear needs get sorted, expect both Swiatek and Shelton to wear head-to-toe On product.

“Iga and Ben represent the next generation of world-class talent,” says Federer, also an investor in Swiss-based On since 2019. “Both players demonstrate On’s competitive spirit and embody current and future champions of the sport. We are pleased to welcome them to the On family.”

Swiatek, of Poland, won the French Open in 2020 and 2022 and the U.S. Open in 2022. She also has 12 WTA tour-level titles. The top player in the world is only the fourth in history to extend her top-ranked status for over 50 weeks, a run that is ongoing. Having previously represented Asics since 2020—and Nike prior to that—Swiatek makes the change to On for Miami.

“On’s core values are what connects me with the company,” she says. “I look forward to growing with the brand and setting an example for other players who aim to be the best.”

Shelton’s path to the tennis sponsorship endorsement discussions has been much different. The American made waves by winning the 2022 NCAA singles championship as a sophomore at the University of Florida. That summer he competed on the ATP Tour, securing a top-five win over Casper Ruud and showing promise that led to him turning pro in August, competing in the 2022 U.S. Open, breaking the top-100 by the end of 2023 and earning a main draw entry the 2023 Australian Open, his first-ever trip outside of the country. He reached the Australian Open quarterfinals.

MORE: The Evolving Sneaker Style of Roger Federer

Courted by a variety of tennis brands, Shelton’s agent is Alessandro Barel Di Sant Albano, the same agent for Coco Gauff and part of Federer and Tony Godsick’s Team8 agency. It was no surprise to see Shelton adorned in New Balance gear on court and On gear off court before the On announcement.

“As someone in the early stage of my professional career and a challenger on the tour, I love that I’ve partnered with a company that has years of experience in sports performance and is looking to take over a new sport like tennis,” Shelton says. “I’m really pumped to be the first male tennis player sponsored by On.”

On has also signed 16-year-old Brazilian junior player João Fonseca.

Marc Maurer, On co-CEO says that expanding the brand’s professional tennis roster builds off the growth they have already seen in high-performance running. “Iga sets a superior standard for ushering in a new contingent of outstanding tennis pros who will benefit from On’s years of performance innovations” he says. “We’re excited for the journey with our impressive team, as their careers will undoubtedly flourish on the world stage for many years to come.”

The Roger Pro shoe offers the performance element of Federer’s signature line that also includes three lifestyle silhouettes. In March, On added a clay version of The Roger Pro at retail. As common with top-level endorsed athletes, On will specify each version of The Roger Pro to the individual needs of Swiatek and Shelton. On tennis apparel won’t be immediately available at retail but expect collections to appear within the next year.