.rogerfederer's new game-changing partnership with the founders of on_running—the Swiss brand behind those almost supernaturally comfortable shoes with the odd logo that you’ve been seeing more and more lately—is anything but normal.
It’s a scene that some of us in the industry have become accustomed to: The smattering of media invited to hear from a quartet of disruptors—some of them, yes, of wispy beard and of shaved head, dressed in T-shirts and sneakers—out to change established practices and reinvent how we live.
“You surprised people with those moves or shots!” Coppetti says, with a kind of joyous effervescence. “That’s the spirit. Well, we like to be innovators, so here we are.” “The whole self-promotion thing isn’t really our style,” Federer says with a smile. “Secretly, all of us Swiss want to be successful—but we’re not going to shout about it, because it comes across as arrogance.”
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