{"id":48318,"date":"2025-10-27T07:41:00","date_gmt":"2025-10-27T07:41:00","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48318"},"modified":"2025-10-27T05:41:44","modified_gmt":"2025-10-27T05:41:44","slug":"how-federer-helped-on-build-its-china-story-through-impactful-community-action","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/how-federer-helped-on-build-its-china-story-through-impactful-community-action\/","title":{"rendered":"How Federer helped On build its China story through impactful community action"},"content":{"rendered":"\n

When Roger Federer (\u7f57\u6770\u00b7\u8d39\u5fb7\u52d2) stepped onto the refurbished tennis courts at Shanghai\u2019s Xuhui Youth Sports School this October, it looked like a simple celebrity appearance. In reality, it was the latest chapter in how Swiss sportswear brand On (\u6602\u8dd1) is taking its China brand offline and into the real-life domains of China\u2019s growing sportswear and luxury markets<\/a>.\u00a0\u00a0<\/p>\n\n\n\n

\"\"
Image: Rednote\/On\u6602\u8dd1<\/sub><\/figcaption><\/figure>\n\n\n\n

The Xuhui project, part of On\u2019s Thanks for Playing initiative, saw the brand and its co-entrepreneur\/tennis titan Roger Federer partner with local sports authorities and veteran court engineer Liu Yunzhi to renovate a set of aging school courts. Liu, now 83, is a quiet legend in Chinese tennis, a former national athlete who has spent decades building and restoring more than 4,000 courts across the country. By spotlighting her story and inviting her back to the same school where she once trained, On reframed what could have been a standard sponsorship into a tribute to the unsung figures who literally built China\u2019s sports foundations.\u00a0<\/p>\n\n\n\n

The symbolism was deliberate. Federer\u2019s ceremonial first serve was watched by a group of young players from the Xuhui school, a local training ground for the next generation. The presence of Shanghai\u2019s district sports bureau underlined that this was more than a marketing event: It was a civic gesture served with a healthy wallop of CSR.  <\/p>\n\n\n\n

Federer helps On close the attention loop in China<\/h2>\n\n\n\n
\"\"
Image: Rednote\/On\u6602\u8dd1<\/sub><\/figcaption><\/figure>\n\n\n\n

For Federer and On, the court refurbishment plays to the tune of multiple layers of China strategy. It roots the brand\u2019s culture of community and fitness in an unmistakably local story<\/strong>. On\u2019s China expansion<\/a> has so far been defined by its mix of premium retail and grassroots activation. They\u2019ve both opened their first mainland flagship store in Chengdu<\/a> this year and have taken to producing Chinese-language running guides and community events across the country. The Xuhui renovation extends that narrative from running to tennis, positioning the brand not only as a lifestyle label but as an enabler of physical culture.\u00a0<\/p>\n\n\n\n

Secondly, it turns some very powerful corporate social responsibility into content with emotional weight. Rather than a one-off donation or fix up, On embedded a local personality in Liu Yunzhi, and a specific location in the Xuhui youth school into the storytelling.\u00a0\u00a0<\/p>\n\n\n\n

\"on
Image: Rednote\/On\u6602\u8dd1<\/sub><\/figcaption><\/figure>\n\n\n\n

The brand later partnered with Chinese podcasts to discuss the \u2018hidden heroes\u2019 behind the country\u2019s tennis boom, drawing digital audiences into the human side of sport infrastructure. That content loop, from offline action to online storytelling, is a great example of the power of offline to online activation. And it doesn\u2019t stop there.  <\/p>\n\n\n\n

Also important is that the court refurbishment stunt extends the Federer association beyond glamour. In China, where western sports icons often function as fleeting campaign faces, On\u2019s use of Federer as co-creator carries more credibility. He is not merely endorsing the brand but embodying its social-sport ambition. He lends both star power and sincerity. His visit to On\u2019s IAPM Mall store in Shanghai later that week bridged the community activation back into retail, creating a seamless circle of publicity, purpose and product. <\/p>\n\n\n\n

On the power of memory<\/h2>\n\n\n\n
\n
\"on<\/figure>\n\n\n\n
\"on<\/figure>\n
Images: Rednote\/On\u6602\u8dd1<\/sub><\/figcaption><\/figure>\n\n\n\n

What makes this moment significant is its grounding. China\u2019s young consumers are increasingly drifting away from imported brands that were all the rage in the previous generation. Because of this, foreign brands need to do more to stand out. On\u2019s intervention is quiet. It only affects one district of a very big country. But importantly it\u2019s tangible: a set of courts that will be played on, maintained, and remembered by people who live there. \u00a0<\/p>\n\n\n\n

By investing in memory, not just influence, On shows how foreign brands can build resonance in China\u2019s crowded sportswear landscape<\/strong>. Its model shows that offline marketing isn\u2019t just about having a physical presence, it\u2019s about creating a memorable one. Federer\u2019s serve in Xuhui was a fleeting symbol. The real power of On\u2019s campaign lies in the trainer tracks and tennis ball scuffs that will stick around.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

When Roger Federer (\u7f57\u6770\u00b7\u8d39\u5fb7\u52d2) stepped onto the refurbished tennis courts at Shanghai\u2019s Xuhui Youth Sports School this October, it looked like a simple celebrity appearance. In reality, it was the latest chapter in how Swiss sportswear brand On (\u6602\u8dd1) is taking its China brand offline and into the real-life domains of China\u2019s growing sportswear and […]<\/p>\n","protected":false},"author":2,"featured_media":48319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"content-type":"","footnotes":""},"categories":[6],"tags":[66,68,17,62],"class_list":["post-48318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-industries-fashion-retail","tag-industries-society-culture","tag-industries-sport-fitness","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nHow Federer helped On build a meaningful China story<\/title>\n<meta name=\"description\" content=\"Roger Federer helped Swiss sports bran On build a meaningful story for its China market. 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