Andy Murray unveils new shoe made of corn and beans as Brit rivals Roger Federer
Andy Murray has invested in a new venture - a British running shoe brand whose kicks are made from materials derived from corn and castor beans. But the three-time Major winner's latest investment opportunity has reignited his old rivalry with Roger Federer, a man who beat him in three Grand Slam finals.
Murray announced a new global partnership with shoemaker hylo on Wednesday, unveiling the partnership with a video campaign drawing plenty of comparisons with his former foe. Back in 2019, Federer purchased a three per cent stake in the Swiss performance running brand On. Now, the brand is valued at around £14.77 billion and trails only Nike and Adidas in the footwear market.
But, as Murray's new promotional campaign with hylo reiterates, this venture is not about Federer. In the
There are already a few gaffes before the questions start. A water bottle is in frame, while someone is spotted falling asleep. Questions quickly turn to Federer and whether Murray is attempting to revive their old competition in a new way, now that they have both retired.
One reporter starts making the link to Federer, before the two-time Olympic champion cuts them off. "Andy, your on-court rivalry with Roger is well-documented, and some people might perceive your partnership," they say, until Murray interrupts.
"This has nothing to do with Roger's success in the running industry," he says as a cameraman accidentally comes into frame, and part of the stage breaks. "It's about my belief in joining a world-class company like hylo, and their ability to make the cleanest, highest-performance running shoes."
Other reporters point out Murray's 11-14 losing record against Federer on the tennis court. "We had some good matches. I like to think I did alright. I mean, I did win Wimbledon and the Olympics," he said.
"But aren't you worried that people might think that this is you starting another rivalry?" the former world No. 1 asks. "I want to make this very clear, it's not about him," Murray declares, before staring down the camera lens with a wry smile and a small nod, hinting that he's well aware that this could be a new form of rivalry with the 20-time Grand Slam champion.
"For Murray, the idea was simple. No theatrics. No overpromises. Just a brand willing to do the long, unglamorous work of building something worth building. Mile after mile. And if that comes with some friendly competition along the way, so be it. But as we've stated numerous times. It's obviously not about him."
Murray is one of several high-profile athletes to invest in hylo during their latest funding round, which includes Patrick Bamford. The 38-year-old has invested in several performancewear brands, including Castore, whose apparel he wore on court from 2019 until the end of his career, and more recently, Manors Golf.
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