Roger Federer’s association with Swiss activewear brand On has grown significantly since he became a three-percent owner in 2019. The 20-time Grand Slam champion has been the face of the brand, and On has expanded its presence in tennis, sponsoring stars like World No. 2 Iga Swiatek and American talent Ben Shelton. Their latest addition? Brazilian teenage sensation Joao Fonseca. But it seems Fonseca had some trouble keeping his On shoes on during a recent match, much to the amusement of fans.
Fonseca has been making waves on the ATP Tour. He clinched his first ATP title at the Argentina Open in February 2025, defeating Francisco Cerúndolo in straight sets. The victory made him the youngest Brazilian to win an ATP title in the Open Era, marking a historic moment for his country. His momentum continued at the Miami Open, where he became the youngest player to reach the third round of a Masters 1000 event. However, his run was halted by Australian Alex de Minaur. The 10th seed secured a 5-7, 7-5, 6-3 win in a grueling two-hour and 33-minute battle against the 18-year-old.
But it wasn’t just the scoreline that caught fans’ attention. In the deciding set, while Fonseca was already a break down, his shoe slipped off mid-play, creating an unexpected wardrobe malfunction.
Fonseca’s rise has been nothing short of spectacular. In 2023, he won the US Open junior title and finished the year as the junior World No. 1, becoming the first Brazilian to achieve that milestone. His talent was further cemented in December when he joined Grand Slam champions Carlos Alcaraz and Jannik Sinner as a winner of the ATP NextGen Finals. This caught the eye of the Swiss Maestro, who signed him up for his brand.
His sponsorship deal with On was a dream come true. Fonseca has long admired Federer and was ecstatic to sign with the brand co-founded by his idol. “Federer has been my idol since I was a child. I always enjoyed watching his matches, his classic, easy, elegant style. He is a reference. I would like to know his stories, to know what happens in difficult moments. What he felt about tennis when he was my age. He’s very talented, but a lot of people say he wasn’t very dedicated in his youth. I would like to hear that from him, because he could contribute and teach me a lot of things. If I had a conversation with him, I would try to get the most out of it,” Fonseca shared.
But even an endorsement from Federer couldn’t save him from the shoe mishap. So what did the fans have to say about it?
Fans react to Joao Fonseca’s slip-up at the Miami Open
Fans wasted no time in making jokes about the incident. One quipped, “On came Off” while another added, “Bad advertisement for what’s not ON .” This isn’t the first time On has faced criticism. In 2024, when Ben Shelton debuted his On kit, fans weren’t impressed, calling it “terribile.” The creamsicle-colored outfit didn’t exactly win over spectators.
One fan even suggested a switch, commenting, “He should wear Asics Court FF3 like Novak .” Novak Djokovic, despite being sponsored by Lacoste, has stuck with Asics shoes. “When I switched from my last sponsor to Asics shoes, I felt really like I was going to a sportscar from a commercial car,” Djokovic told ‘Forbes’ in 2022. The Serbian legend has also taken notice of Fonseca’s rise. Speaking at the Miami Open, Djokovic praised the youngster, saying, “He’s been talk of the tour in the last several months. I mean, deservedly so. He’s a very good tennis player. I mean, so young [and] just incredible firepower from both ends of the baseline. The serve. He’s a very complete player.”
Another fan added to the humor, writing, “Come on Roger @rogerfederer, let’s make better shoes for Joao!” Federer’s influence on the Brazillian tennis player isn’t limited to On. The teenage prodigy was twice offered a contract by Team8, Federer’s agency co-founded with his longtime manager Tony Godsick. However, his parents chose to manage his contracts themselves and declined the offer. Fonseca also turned down an invitation to be a reserve and sparring partner for Team World at the 2024 Laver Cup due to scheduling conflicts. “There were scheduling conflicts. He does want to play it, but everything will happen in its time,” sources close to Fonseca revealed.
One fan hilariously summed up the situation: “Forehand so powerful the shoes couldn’t handle it.” Fonseca’s stats back up the hype. While he has played only eight ATP Tour matches in 2025, his forehand is already a weapon. His forehand shot quality is right at the Tour average at 7.5, but his shot speed of 81 mph exceeds the Tour average of 76 mph. His spin rate? A whopping 3,019 rotations per minute, well above the 2,844 rpm average.
A slip-up like this won’t slow Fonseca down. He’s just getting started. Do you think he will be a Grand Slam contender in the coming years?
The post “On Came Off”- Joao Fonseca’s Wardrobe Malfunction Triggers Attacks on Roger Federer appeared first on EssentiallySports.