Roger Federer recently visited China to further promote tennis, demonstrating his strong ties to the region by holding the record for the most Shanghai Masters titles. During the 2026 Shanghai Masters, he teamed with tennis legends Li Na and Marat Safin in a celebrity exhibition match. Federer’s engagement extended beyond the tournament to the “On Thanks for Playing” event at Shenzhen Talent Park, where he participated in a unique floating tennis court setup accompanied by a drone show. This marked his third consecutive year supporting grassroots tennis efforts, particularly through the Wild Elephant Tennis Club in Yunnan Province.

Federer's involvement with Swiss sportswear company On Running goes beyond ambassadorship; he acts as a co-entrepreneur and plays an active role in product development. On's footprint is growing rapidly in Asia-Pacific, with a near 100% increase in net sales in 2025 and the opening of its largest flagship store in Shenzhen earlier this year. Britt Olsen, On’s Chief Commercial Officer, emphasized China as a critical market for expansion, especially in apparel segments, aiming to deepen direct consumer engagement while expanding the brand’s retail presence.

Despite some setbacks including missed sales forecasts reported in August 2026, On continues to perform strongly in China where tennis interest is booming. Federer expressed his enthusiasm for the sport’s rising popularity among Chinese youth, highlighting how interactions with young players at events like “On Thanks for Playing” inspire him as much as the kids. This grassroots approach is central to both Federer's and On’s strategy to grow tennis participation and brand loyalty in China’s rapidly expanding sports market.

Federer's presence in China remains influential well after his retirement from professional play, as he champions tennis both philanthropically and entrepreneurially. His record-breaking achievements and active engagement with emerging players help maintain tennis’s appeal in China. Meanwhile, On leverages these connections to advance its growth in the region, making China the company's second-largest global market and a focal point for future development in both footwear and apparel categories.