Roger Federer And On Target Tennis Growth In China

Earlier this week, Roger Federer played on a floating tennis court while 2,000 drones formed animated images of him hitting his iconic one-handed backhand over the skies of Shenzhen, China.

Two days later, Federer teamed with International Tennis Hall of Famers Li Na and Marat Safin in a celebrity exhibition at the Shanghai Masters.

Whether floating on water, soaring in the heavens, or teaming up with stars, Federer aims to grow tennis in China.

The floating court was installed at Shenzhen Talent Park for "On Thanks for Playing," a celebration of the sport. Federer is an On co-entrepreneur and involved in product development.

Roger Federer's Connection To Growing Tennis In China

The Thanks for Playing event reunited Federer with the Wild Elephant Tennis Club, a grassroots training program primarily for children in Yunnan Province's mountainous regions in Southwest China. This is the third year Federer has connected with the Wild Elephant kids.

After the first meeting, On incorporated motifs from an original hand-painted drawing by one of the kids into the shoe's graphic detailing and custom sockliner.

"It's always something I really enjoy, and I hope these experiences inspire the kids to keep playing, learning, and most importantly, having fun with the sport," Federer told Forbes.com in an email interview. "Every time I meet young players, I'm reminded of the excitement and passion that comes with discovering tennis."

"It's not just about sharing my experiences with these kids," Federer said. "I take just as much inspiration from them, and it reminds me why I fell in love with tennis in the first place and why I'm so passionate about what we're building together with On."

Federer's commitment to growing the game in China is ongoing, and he holds the record for the most titles at the Shanghai Masters. Novak Djokovic sought to tie Federer's record for most titles at the event, but fell short after losing in the first round.

Despite his retirement, Federer remains present at ATP Tour events, promoting philanthropic and entrepreneurial pursuits . He's one of the wealthiest tennis players in the history of the sport.

Growth in China has been a bright spot for On, which opened its largest flagship store in China, in Shenzhen, in March.

"On's net sales in the Asia-Pacific region grew 96.4% year-over-year in 2025. China, now the second-largest market globally and one of the fastest-growing, has become a key focus for future development. We will maintain our DTC strategy to engage with consumers directly," said Britt Olsen, Chief Commercial Officer at On, in a press release in March. "Following footwear, apparel has emerged as the second major growth engine. In China, the category shows tremendous potential. We will continue to expand our retail footprint and further enhance the brand experience."

However, On suffered a setback after reporting missed sales expectations in August . The Business of Fashion reported that "constant-currency net sales grew 13 percent in the Americas in the second quarter, slower than the 55 percent growth in Asia-Pacific and 21 percent in Europe, the Middle East and Africa," and that dynamic is one reason On kept its sneakers and apparel prices steady at a time when many brands resorted to markdowns.

"It's been wonderful to see the passion and enthusiasm for tennis in China, especially among the younger generation," Federer said. "Through On Thanks for Playing, we have a great opportunity to connect with these young players and encourage them to continue enjoying the sport. . . Hopefully, through initiatives like these and the work we're doing with On, we can play a small part in inspiring more young people in China to pick up a racket and stay involved in tennis."

During the On Thanks for Playing event, Federer shared the floating court with standout junior players Fa Wang, Xinya Xiao, Siyan Jiang and Zixi Yang.

"There is a genuine, joyful energy across China's tennis community right now that touches all of us," said Rebecca Cai, Chief Global Markets Officer at On, in a press release . "To see Roger back here, reconnecting with the community and sharing a rally on the water with the next generation of players is pure magic."