Tiny Swiss Sneaker Brand Has Federer Backing and Big Ambitions Tim Loh and Corinne Gretler, Bloomberg News Roger Federer wears On sneakers during Wimbledon. The tennis great is also an investor in the Swiss company. Photographer: Clive Brunskill/Getty Images , Photographer: Clive Brunskill/Getty Images (Bloomberg) -- Peter Rea signed a sponsorship deal with Swiss sports brand On AG in 2018, after more than a decade coaching runners in Reebok sneakers. âPeople were like, âWait, whoâs On?ââ recalled Rea, who trains the ZAP Endurance elite team in North Carolinaâs Appalachian mountains. Since the switch, members of his band of Olympic hopefuls have come to embrace the unique look and feel of Onâs shoes. âNow, no one asks who they are,â Rea said.