Roger Federer's new tennis sneakers were presented on 27 August exclusively at Jelmoli. The limited edition ‘On’ brand was sold out within less than 1.5 hours, as customers queued outside of the store the night before in order to buy one of the300 pairs available. For the occasion, Jelmoli opened exceptionally at 7am instead of the usual 10am. ‘The Roger Centre Court’ sneakers were first presented to the public beginning of July at the ‘Dover Street Market’ in London where the 1’000 pairs sold out only after few hours.