Roger Federer owns both 20 Grand Slam trophies and more than 250 pairs of sneakers. Now, as retirement from professional tennis approaches, the Swiss tennis champion has signed something more than an endorsement deal with On Running, the Swiss brand of running shoes. He has taken an unspecified financial stake in the company and will be overseeing product development, marketing and “fan experiences.” On's first Federer-supervised products are due for release in 2020. Federer remains sponsored by Uniqlo. He used to have a deal with Nike, which featured crossovers of his signature shoes with the Jordan Brand. On is based in Zurich but since 2014 has had a team in London, where it operates 20 stores and sells at Harrods. One of its recent sneakers – the Cloud Hi Edge, introduced at atmosCon in Tokyo earlier this year – signals an expansion from strict performance into lifestyle.

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