With the passion for sports ablaze across China, Swiss athletic brand On Holding AG plans to deploy more resources to inspire the new generation to step onto the tennis court and embrace the sport with energy and enthusiasm.

Tennis legend Roger Federer made a surprise appearance at On's Shanghai event in early October.

Federer, who is also an investor and partner of On, joined young players from the Yunnan Wild Elephant Tennis Club in Southwest China's Yunnan province on the court in Shanghai. He encouraged them to nurture their passion for tennis and envision a bright future, passing the torch of tennis dreams to the next generation.

"Every time I set foot on this vibrant land, I always feel a new sense of surprise. Tennis is becoming increasingly popular here and witnessing this change fills me with joy and pride," said Federer.

Off the court, Federer is equally dedicated to fostering youth tennis. In November 2019, he embarked on a new chapter of his legendary career by partnering with On as both an entrepreneur and co-designer.

Together, the Swiss brand and Federer are committed to promoting tennis in China, bringing renewed energy and confidence to the country's tennis sporting future.

The Zurich-headquartered company, invited young players from the Yunnan Wild Elephant Tennis Club from the remote regions of Yunnan to travel more than 2,300 kilometers to Shanghai.

"The story of the Yunnan Wild Elephant Tennis Club is a microcosm of the development of youth tennis in China, fully showcasing the vitality and potential of tennis in the country," said Rebecca Cai, On's general manager for the Asia-Pacific region.

"On is committed to helping athletes realize their dreams, and we are honored to build this bridge to support the future of the tennis industry and empower the next generation to pursue their dreams," said Cai.

Jiang Yiyi, deputy dean of the sports, leisure and tourism school of Beijing Sports University, said that various sporting events, such as the European Cup, the Paris Olympic Games and the China Open, have notably rekindled consumer enthusiasm for sports in China this year. This resurgence is expected to further invigorate the country's sporting goods market.