"Another horrible outfit" "I thought Roger Federer was invested in this company" - Fans react to On's 'cheap' US Open 2024 kit worn by Joao Fonseca

Joao Fonseca, who is participating in the qualifiers for the 2024 US Open, gave fans the first look at On's 2024 US Open kits, which Roger Federer backs. The debut took place at Flushing Meadows. Fans, however, were unimpressed with the new kit.

On is a Swiss company founded in 2010 by a former Swiss Ironman champion Olivier Bernhard and two of his friends. A decade later in November 2019, one of the greatest Swiss sportspersons, tennis icon Federer, joined as a shareholder.

The sporting goods company acquired established tennis stars such as WTA No. 1 Iga Swiatek and American player Ben Shelton. They also sponsor Brazilian tennis prodigy Fonseca.

The Brazilian is currently playing in the US Open qualifiers and that helped fans get an early look at what the On athletes could be wearing at the New York Major.

Fans were unimpressed with what they saw and called out the company for their 'cheap' kit.

"Why does all their kits look so cheap? I thought Federer was invested in this company. That man NEVER looks cheap," one fan wrote.

"This kit looks like my bubble gum ice cream once it starts to melt. On costs too much money to produce such cheap looking stuff," another fan wrote.

"Sadly they don’t prepare personalised clothes for Iga, their biggest star. Naomi, Aryna have special treatment in Nike," a third fan wrote.

Here are some more fan reactions to On's 2024 US Open kit.

"More tie dye?? Gah they are sooo boring," one fan wrote.

"Another horrible outfit." another fan wrote.

"They go into the design room and just blend colors together lol," yet another fan wrote.

Fonseca won his first-round match in the qualifiers against Lukas Klein 4-6, 6-4, 6-2 on Tuesday, August 20. He will take on Calvin Hemery in the second round on Wednesday, August 21.

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Roger Federer plays 'Air Tennis' in On promo with Hollywood actress Zendaya

Roger Federer at the 2023 Shanghai Rolex Masters. (Image: Getty)

Hollywood actress Zendaya partnered with On earlier this year and called it a full-circle moment in her life.

“It’s no secret that I’ve been a big fan of On for a long time... I’m always wearing them on set, or when I’m traveling, rehearsing or running around with my dog. So it’s a full-circle moment to make this partnership official,” Zendaya said in a statement.

Roger Federer welcomed her to the team by taking to social media and uploading an edited image of himself inspired by a poster from Zendaya's tennis-inspired movie 'Challengers'.

The pair even featured in a promo for the Swiss company. They played 'Air Tennis' in an over-a-minute-long commercial.