Roger Federer launches his first On sneaker

After leaving Nike, less than a year ago Roger Federer had decided to invest in a Swiss sneaker brand with the aim of becoming its global ambassador and designer. The brand in question is On, which - despite its short history - until now had only produced running shoes and has been associated with the world of cycling as regards the post-performance shoe.

But just today the tennis player and the brand officially launch THE ROGER Center Court Series 0, a highly technical shoe inspired by tennis design, the result of Federer's work as a creative.

Roger and On have in fact decided to reinvent the classic tennis sneaker with the latest comfort technology, creating a strong turnaround compared to most tennis shoes, still produced with heavy rubber soles.

''The minimalist design and the easy comfort of the On shoes conquered me years ago. I wanted a tennis shoe with the same lightness, comfort and agility for every day'' comments Federer. ''I love working with the On team, taking advantage of my knowledge of performance footwear and personal interest in fashion. I am proud to be part of the creation of THE ROGER, the most comfortable tennis-inspired sneaker ever seen''.

On and Roger have their home and heart in the Swiss mountains. ''We love to explore and aspire to protect the incredible natural beauty that surrounds us, so this new generation of tennis-inspired sneakers was created with sustainability in mind'' comments co-founder David Allemann.

And that's why THE ROGER was made of vegan leather and was designed for lightness to reduce material consumption. The result is a significantly smaller environmental footprint for this tennis-inspired sneaker.

THE ROGER was presented this morning in a live broadcast on theroger.com - coinciding with its first win at Wimbledon 17 years ago - in a limited edition of 1000 pairs and each shoe purchased will be delivered with a personal message from Roger Federer .