Swiss sneaker firm On was founded by a triathlete who had a Eureka moment in 2010. Roger Federer announced that he had become one of its largest shareholders.

The OAC athletics team model benefits several Spaniards, “employees” of the firm. “It is not within our strategy to land with money, sign I don't know how many athletes and that's it. We want to do it in a sustainable way and really provide a solution,” says Jaime García Romo.