Roger Federer traveled to Shenzhen on October 14 for his first visit to the city, marking a milestone in his two-decade relationship with Chinese tennis through an appearance at the Shenzhen Bay Marine Tennis Court near Talent Park. The event, titled “Thanks for Playing,” brought the 20-time Grand Slam singles champion together with six Chinese junior tennis players for on-court rallies against the backdrop of the city’s skyline. The Swiss sportswear brand On—where Federer serves as a co-founder—hosted the gathering.
On Brand Visit to Shenzhen Bay Marine Court
The daytime session featured Federer hitting with four of the young athletes on the waterfront court, which was illuminated by evening lights as night fell. The visit served as the centerpiece of On’s annual fan and youth engagement series in China. Following the on-court exchanges, an evening drone show lit up the sky above Shenzhen Bay, projecting formations of tennis courts and Federer hitting shots to trace his path from a young player in Basel, Switzerland, to a professional tennis player.
Federer’s ties to the country stretch back to 2002. According to data released by On, he has traveled to China 17 times since 2002 for tournaments and promotional events, witnessing the growth of professional tennis in the region. That history was further punctuated in August when Federer was formally inducted into the International Tennis Hall of Fame.
“When I was a little boy in Basel, tennis was just a wooden racket and an impossible dream,” Federer told attendees at the Shenzhen venue. “Today, coming to Shenzhen, standing on the marine court and playing with these young players, it reminds me of so many moments with China over the years, and the beauty of the sport. For me, what ‘Thanks for Playing’ thanks is every single person who keeps this sport moving forward and keeps it alive.”
Footwear Releases and Grassroots Connections
The brand integration extended beyond the waterfront court into On’s newly opened flagship store in Shenzhen. During the event, the company debuted a special edition of THE ROGER Wildcard tennis shoe, featuring design elements inspired by youth players from the Yunnan Wild Elephant Tennis Club. Rebecca Cai, On’s global chief marketing officer, noted that the partnership aims to link the brand’s elite products with grassroots development.
“Federer is not only a tennis legend, but also a role model in the hearts of countless athletes and fans, and a partner who works with us to promote the development of tennis in the world and China,” Cai said. “We believe that this sport will continue to have fresh young blood joining.” Over the past three years, On’s campaign has focused on different segments of the Chinese tennis community, ranging from encouraging youth players from the Yunnan Wild Elephant Tennis Club to acknowledging behind-the-scenes workers in grassroots tennis construction.
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