Credit: Clive Brunskill/Getty Images  //  Cover tile credit: GQ

Calling all sneaker heads and running fanatics alike: Everyone’s favourite tennis champion Roger Federer is moving into the design business and the result is a new breed of Swedish sneakers. Last year, the 20-time Grand Slam champion announced his move from Nike to Uniqlo. It was a surprising move for the athlete and despite a rather generous pay check that arrived with the new contract, it left many fans and critics perplexed. Nevertheless, the explanation has revealed itself in due time as the accomplished Swede has unveiled a new project.

Seemingly preparing for life after tennis (though we cannot imagine tennis quite the same way), one of Swedens most prized exports has returned to co-develop the future of On, a running brand established in 2010. Worn by the likes of Nicola Sprig, J.W. Anderson, Emma Stone and Will Smith, the brand shot to fandom but in recent years has reportedly struggled with the saturated market – it is hoped Federer will change that.

Credit: On

“In joining On as an entrepreneur, Roger becomes a close partner to our founders and the On team. He will use his unique experience to help take our product development, marketing and fan experiences to new levels. Roger will also play a role in developing the athlete spirit that’s at the core of our high-performing culture,” says the On website.

“When we spotted Roger wearing On shoes around the world, we just got in touch. Turns out, he has been an On fan for a while… this partnership is about much more than Swiss roots. As a friendship developed it became clear he is a natural leader and entrepreneur off the court as well. We value the same things and share a passion for innovation and design.”

Federer is signed on as a co-entrepreneur which will allow the 38-year-old to bring athlete insight, and marketing guidance to the development of the brand.

Early last month at the ATP Finals in London, Federer revealed he owns at least 250 pairs of sneakers – a true sneaker head if you ask us.