Tennis fans love a good crossover moment, and Roger Federer’s latest promotional campaign with Sesame Street’s Elmo has certainly delivered. The Swiss legend recently starred in a lighthearted and entertaining ad for On, the Swiss sportswear brand he co-owns. However, it was Ben Shelton’s hilarious one-word reaction to Federer’s logo dilemma that stole the spotlight and had fans talking.
Shelton, one of the brightest young stars in tennis, reacted to Federer’s struggle to locate the ‘On’ logo in the promo with a single, perfectly timed word that summed up the moment in classic Gen Z style. As the video made its rounds on social media, both Federer and Shelton fans couldn’t get enough of the amusing exchange.
Let’s take a closer look at this viral moment, the significance of Federer’s partnership with On, and how Shelton has continued to cement his place as one of tennis’s most entertaining personalities.
Federer’s Entertaining Promo with Elmo: A Lighthearted Branding Moment
Roger Federer has always had a charming and charismatic presence off the court, making him a natural fit for commercials, brand collaborations, and promotional campaigns. His latest venture? Teaming up with Sesame Street’s Elmo for a playful new ad featuring On Running, the footwear and apparel company Federer invested in back in 2019.
The video, designed to be a fun and engaging way to promote On’s new sneaker line, featured Federer and Elmo having a friendly chat about sports and comfort. However, things took a humorous turn when Federer struggled to find the ‘On’ logo on his own sneaker.
In the clip, Federer looks down at his shoe, spins it around in his hands, and jokingly says, “Where is the logo again?” as Elmo looks on in amusement. The moment was completely unscripted, making it even funnier to fans watching at home.
The video quickly went viral, generating laughs from fans worldwide—including from Ben Shelton, who wasted no time jumping into the conversation.
Ben Shelton’s One-Word Reaction: “Bruh”
As the promo gained traction on social media, fans, athletes, and commentators all chimed in with their reactions. But no response was as effortlessly hilarious and fitting as Ben Shelton’s.
Taking to Twitter/X, Shelton reacted to Federer’s dilemma with just one word:
“Bruh.”
That was it—short, simple, and completely on point.
The comment immediately went viral, with fans loving the contrast between Federer’s polished and graceful demeanor and Shelton’s modern, relaxed take on the situation. The use of “bruh”, a slang term commonly used by younger generations to express disbelief or mild amusement, made the moment even funnier.
Shelton’s response racked up thousands of likes and retweets, proving once again that his personality and sense of humor resonate with tennis fans around the world.
Why Federer’s ‘On’ Collaboration Matters
While the promo was lighthearted, Federer’s partnership with On Running is anything but trivial. His involvement with the Swiss-based athletic footwear brand has been a major move in the sportswear industry, positioning On as a serious competitor to global giants like Nike and Adidas.
How Federer Helped Elevate ‘On’
- Federer became a key investor in On Running in 2019, bringing global attention to the brand.
- In 2021, the company went public on the New York Stock Exchange, achieving a market valuation of over $11 billion.
- Federer helped develop his own signature sneaker, the Roger Pro, blending performance technology with Swiss craftsmanship.
His latest promotional efforts—including the Elmo ad—are part of On’s strategy to expand its reach beyond performance running and into mainstream culture and lifestyle fashion.
The promo’s success, coupled with the viral nature of Federer’s moment of confusion, inadvertently made the campaign even more memorable.
Ben Shelton: The Next Big Tennis Personality?
While Federer’s global influence is undeniable, Ben Shelton is proving that the next generation of tennis stars is just as capable of capturing attention—both on and off the court.
Since breaking onto the scene in 2023, Shelton has built a reputation for being one of the most charismatic and engaging young players on tour. His combination of big-serving power, aggressive shot-making, and entertaining on-court energy has made him a fan favorite.
Shelton’s Rise in Tennis
- 2023 US Open Semifinalist: His deep run put him in the global spotlight.
- ATP Tour Champion: Won his first title in Tokyo, showing he can win at the highest level.
- Engaging Personality: His fun-loving nature and confidence have drawn comparisons to Nick Kyrgios and other crowd-favorite players.
Shelton’s ability to blend humor, personality, and competitive fire makes him the perfect player to carry tennis into the social media era. His reaction to Federer’s logo mishap was just another example of how he stays connected with fans in a way that feels genuine and natural.
Fan Reactions: A Viral Tennis Moment
As expected, tennis fans had a field day with the Federer-Elmo promo and Shelton’s one-word response. Some of the best reactions included:
- “Ben Shelton tweeting ‘bruh’ to Federer has me crying. Gen Z energy meets GOAT energy.”
- “Federer can’t find the logo on his own sneaker, and Ben Shelton roasts him in one word. This is the future of tennis content.”
- “Federer has won 20 Grand Slams, but he still gets roasted by a 21-year-old on Twitter. Love it.”
Even some fellow tennis players got in on the fun, with Nick Kyrgios and Frances Tiafoe dropping laughing emojis in the replies.
This lighthearted exchange between Federer and Shelton was a refreshing reminder that tennis, while serious and competitive, is also full of fun, personality, and viral-worthy moments.
Final Thoughts: Federer, Shelton, and the Future of Tennis Marketing
The Federer-Elmo promo, combined with Shelton’s viral response, highlighted two key trends in tennis:
- Federer’s Everlasting Influence – Even in retirement, Federer continues to be one of the biggest global ambassadors for the sport. His business moves, brand partnerships, and public appearances still draw huge attention.
- Shelton’s Social Media Savvy – As one of the new faces of tennis, Shelton is proving he understands how to engage fans in the digital era, using humor and relatable reactions to connect with audiences.
As the sport evolves, moments like these show that tennis is no longer just about winning matches—it’s also about creating entertainment, culture, and unforgettable interactions.
While Federer may have struggled to find his On logo, he certainly found another way to remind the world why he remains one of the most beloved athletes of all time. And with Ben Shelton waiting in the wings, tennis seems to be in good hands for the next generation—both on and off the court.
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