Imagine a tennis superstar, fresh off a thrilling Grand Slam run, ripping her skirt mid-match to gain a competitive edge. That's exactly what happened to WTA World No. 2 Iga Swiatek at the Australian Open. But here's where it gets interesting: despite this on-court frustration with her apparel, Swiatek is now starring in a hilarious new ad campaign for the very same brand, On, showcasing their performance tights. And this is the part most people miss: it's not just about the tights; it's about Swiatek's authenticity, humor, and ability to connect with fans that make her such a valuable brand ambassador.
Swiatek's journey to becoming On's first female tennis ambassador in 2023 is a testament to her rise in the sport. After a strong showing at the Australian Open, where she fell to eventual champion Elena Rybakina, Swiatek openly discussed areas for improvement, demonstrating her growth mindset. However, her on-court apparel became a talking point when she intentionally ripped her skirt to enhance lateral mobility, later switching to matching shorts. Is this a sign that even the best athletes struggle with equipment, or a clever marketing ploy by On to showcase their adaptability?
In the new ad, Swiatek effortlessly juggles while answering rapid-fire questions, from spelling 'jazda' backwards to hypothetically cat-sitting for Taylor Swift. On's Instagram caption, 'Multitasking level: professional athlete 🙂↕️,' perfectly captures Swiatek's charm and athleticism. This campaign highlights why Swiatek is a marketer's dream: she's relatable, funny, and unapologetically herself.
Swiatek's partnership with On marks a new chapter in her career, following stints with Nike and ASICS. Her 2026 season has already seen two new kits: a patriotic ensemble for international play and a sleek black-and-white outfit debuted in Melbourne. Fans can shop her on-court look, including the On Court Tank Edge ($80) and Court Skirt Split ($80), as well as her new tights, at On.com.
As Swiatek prepares for her next tournament, the Doha WTA 1000 (Qatar TotalEnergies Open), questions remain. Can she translate her on-court success into more titles? And how will her partnership with On evolve? One thing's for sure: with Swiatek's talent, determination, and marketability, the future looks bright. But what do you think? Is Swiatek's skirt-ripping incident a sign of frustration or a clever marketing strategy? Let us know in the comments!
For more tennis news, stay tuned to Sports Illustrated's Serve On SI. From Jannik Sinner's racket drama to Coco Gauff's ranking slide, we've got you covered. But remember, in the world of tennis, nothing is certain – except maybe Swiatek's ability to keep us entertained both on and off the court.
