Here’s how much Roger Federer is losing as On Holding says it is being disciplined on price

On Holding, the apparel maker backed by tennis star Roger Federer, is facing a significant financial downturn as its shares dropped sharply in premarket trading due to lower-than-expected sales projections for the year. This slump highlights the challenges in maintaining premium pricing strategies in a competitive market. The implications extend beyond the company's bottom line, potentially affecting Federer's personal brand and the broader sports-related apparel industry, which often hinges on high-profile endorsements.