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Based in Zurich, nine - year - old On has taken the athletic footwear market by storm. Elite athletes are winning Olympic and World Championship medals in the innovation from Switzerland. Driven by peer - recommendation, runners are discovering the superior performance and feel of On running sh oes and its unique patented “Cloud” technology. As a result, On is attracting the fastest - growing global fan commu - nity and has joined the ranks of the leading brands in the US, Europe and Japan. «I’ve been a fan of On and its products for a while, but af ter talking to the founders I realized we have a lot more in common than just our Swiss roots,» says Federer. «I’m excited to be part of the On team and to work on the future of a next - generation global sports brand.» Federer revealed that the first new pr oducts he is working on will be finished and released in 2020. Sold exclusively in Scandinavia at Storm.