Watch as Elmo sits in an umpire's chair and debates the two letters found on Federer's On-branded sneakers: Is it 'Q' and 'C' or 'O' and 'N'?

In retirement, Roger Federer continues to have a major impact on the sports world. Since partnering with On in 2020, the ...

Roger Federer and Elmo from Sesame Street seem to disagree on the letters of the alphabet in a Super Bowl ad for ON running shoes.

The fun collaboration left Federer doubting himself as Elmo playfully challenged his understanding of the ‘On’ logo. The former World No. 1 maintained his partnership with the Swiss company ...

According to the Swiss athletic brand, the new spot shows Federer and Elmo playfully clearing up any confusion around On’s brand name and logo in a “memorable way.” More from Footwear News Super Bowl ...

The ad serves as a lighthearted approach to explaining the company's logo, which is often mistaken for "QC" instead of "ON." ...

On recently shared a promotional skit featuring Federer and Elmo, where the latter is seen asking the Swiss about the brand's logo, which can be read as "QC" given how the letters are placed.

The adored children's character jokingly criticized the tennis great over his spelling abilities. By cleverly tackling the widespread uncertainty about the brand's logo, the advertisement turns it ...

The ownership team is cooking up other plans for the site. After 24 years, the Machine Shed in Lake Elmo is closed for business. The restaurant at 8515 Hudson Blvd. N. served its last meal Wednesday.