Roger Federer’s image abroad is cracking – “unusual greed” Basel police find two small runaways from Schaffhausen

In January this year, K-Tipp magazine revealed that the shoe brand On achieved above-average margins compared to Adidas and Co. The reason: the Swiss brand produces its shoes in Vietnam at significantly lower prices than, for example, its competitors – and sells them in Switzerland at hefty prices. On Tuesday, K-Tipp further revealed that On misdeclares almost half of its products. As a result of the investigation, criticism arose not only of the Zurich company, but also of brand ambassador and minority shareholder Roger Federer.

Discrepancy between idea and reality

Now the former tennis star has also come to the attention of the French media. The French daily Le Monde reported on Tuesday about the former number 1 and his interest in the shoe brand On.

In a long article, the author first criticizes the discrepancy between sustainable marketing and production conditions at the sneaker company. The company has apparently simply “forgotten” to speak clearly about its economic situation.

He then calculates how much the ‘Cloudtilt Loewe’ shoe model will cost (20.80 francs) and how much it will cost customers (445 francs). It is also worth noting that On is far ahead of its competitors, some of which produce in the same factories.

Federer’s adoration explodes

Then it becomes personal and the journalist from ‘Le Monde’ sets his sights on Federer. During his career in Switzerland, the former tennis star reached a level of popularity that was “revered”:

However, it was only in recent years that the public began to become interested in the fact that he had simultaneously become a billionaire through profitable advertising partnerships. Collaborations with Rolex, Mercedes-Benz, Moët, Barilla and Credit Suisse are mentioned.

When in doubt: keep quiet

Advertising for luxury brands, banks and major corporations is one thing, the author said, but Federer’s reliable silence once one of the brands he promotes comes under public fire is another. This was the case with Credit Suisse when it was exposed by the climate movement for financing the oil industry. And so he remained silent when K-Tipp asked him about it.

But back to To: The article ends with a comparison of wages for managers and manufacturers in Vietnam. According to Public Eye, the latter earn 120 to 170 Swiss francs per month – for a 48-hour working week. The three founders and the two directors could have each paid out 19 million francs in 2022. The public does not know how much Federer earns from On.

The company’s approach, which it announces in large letters on its website, seems a bit strange against this background:

The question remains whether the manufacturers of On shoes have taken this vision into account.