Huge attention, huge demand for the limited edition: The brand hype surrounding Roger Federer's new On tennis shoe seems to be perfect. On the Ricardo auction platform, the white luxury sneakers already cost 2,000 francs. Some crazy people will probably bid even more for them. So everything's fine? 100 points for the brand strategists at On and Team Federer?
At first glance, from a brand strategy greece rcs data perspective, the answer is a clear yes. By jointly developing the new tennis shoe, On makes it clear that the partnership is not seen as a mere advertising testimonial, but that there are clear achievements behind it. That's good, it explains the relationship between the brands and shows RF's commitment.
In addition, On is transferring its strength in technology and problem-solving in communication to the tennis sector. This is extremely exciting because it could open up new growth areas for the brand by not only focusing on running, but generally on problem-solving using its technological expertise. This would allow On to grow into any area, whether tennis, boxing or, at some point, football.