On, the sizzling running brand, is set to make an appearance at the Super Bowl this weekend with a fresh advertisement featuring Roger Federer and Sesame Street's Elmo.

According to the Swiss athletic brand, the new advertisement showcases Federer and Elmo humorously resolving any confusion regarding On's brand name and logo in a "memorable fashion."

Alex Griffin, On's chief marketing officer, stated that the ad's concept is born from the company's drive to find new and motivating ways to differentiate itself within the sportswear market as it expands.

"This begins with our logo, which, though simple, is often humorously misinterpreted as 'QC'—an issue we've long wanted to address in a fun and memorable way," Griffin remarked. "What better platform than the Super Bowl, one of the most viewed sporting events globally, alongside our long-term partner Roger Federer and the beloved Sesame Street character Elmo, whom we're also collaborating with for our upcoming campaign focused on comfort. Keep an eye out for more."

Federer, an investor in the brand, appreciates the playful method of clarifying the company's logo. "I think it's fantastic! The misreading of the On logo as 'QC' has been a source of amusement for years, and I've always thought it would be fun to create an advertisement to set the record straight," Federer stated. "Why not embrace it with humor and personality? With Elmo pointing it out, it becomes even more engaging—it makes the brand seem accessible and fun while also creating a memorable moment."

The tennis legend also mentioned that despite the ad's light tone, there's considerable thought behind it. "I believe viewers will appreciate this blend of sports, humor, and culture," Federer added.

On's advertisement marks an intensification of the company's robust marketing approach, frequently involving high-profile figures like Zendaya and FKA Twigs. The partnership with Zendaya and On's prominent role at the Paris Olympics this summer contributed to On Holdings' impressive third-quarter performance, setting records in net sales and profitability.

In Q3, net sales for the Zurich-based brand surged by 32.3 percent to 635.8 million Swiss francs. This growth was driven by a notable rise in direct-to-consumer sales, which increased by 49.8 percent to 246.7 million Swiss francs compared to the previous year. DTC sales now represent 38.8 percent of the company's total business. Wholesale sales also saw an uptick, rising by 23.2 percent to 389.1 million Swiss francs.

Be on the lookout for On's new commercial featuring Federer and Elmo during the Super Bowl on Sunday, Feb. 9.