{"id":508812,"date":"2026-04-02T11:10:16","date_gmt":"2026-04-02T11:10:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/508812\/"},"modified":"2026-04-02T11:10:16","modified_gmt":"2026-04-02T11:10:16","slug":"andy-murray-launches-new-shoe-made-of-corn-and-beans-to-rival-roger-federer","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/508812\/","title":{"rendered":"Andy Murray launches new shoe ‘made of corn and beans’ to rival Roger Federer"},"content":{"rendered":"

Sir Andy Murray has teamed up with sustainable footwear company hylo in a partnership revealed today through a brilliantly tongue-in-cheek promotional campaign.<\/p>\n

The former Wimbledon champion appears in a mock press conference that’s wonderfully chaotic \u2013 microphones fail to work and bits of the stage keep collapsing around him.<\/p>\n

It’s classic Murray, really, poking fun at his reputation as a serious Scot while addressing the elephant in the room: is he trying to take on Roger Federer’s hugely successful On shoe brand, which currently boasts a market valuation of roughly \u00a315 billion?<\/p>\n

The timing raised eyebrows, but this is genuinely not an April Fools’ joke.<\/p>\n

\"Andy<\/p>\n

Andy Murray has launched a new shoe made of beans and seaweed<\/p>\n

| <\/p>\n

hylo<\/p>\n

In the video, Murray insists his new venture has absolutely nothing to do with Federer’s success in the running shoe market.<\/p>\n

“It’s about my belief in joining a world-class company like hylo, and their ability to make the cleanest, highest-performance running shoes,” he explains, just as a cameraman accidentally wanders into shot and part of the stage gives way.<\/p>\n

But then comes that knowing grin straight to camera \u2013 suggesting he’s very much hoping to chip away at his old rival’s empire.<\/p>\n

When journalists bring up his 11-14 losing record against Federer on court, Murray fires back: “We had some good matches. I like to think I did alright. I mean, I did win Wimbledon and the Olympics.”<\/p>\n

\"Andy<\/p>\n

Andy Murray retired from tennis after the Paris Olympics, taking up a new love in golf<\/p>\n

| REUTERS<\/p>\n

The shoes themselves are genuinely innovative, crafted from castor beans, corn and seaweed rather than traditional synthetic materials.<\/p>\n

Whether hylo can genuinely compete with the likes of On, Nike and Adidas remains to be seen, but the eco-friendly angle certainly sets them apart.<\/p>\n

Since hanging up his racket following the 2024 Olympic Games, Murray has kept himself busy with various business interests.<\/p>\n

His investment in Game4Padel has proven particularly fruitful, with the company becoming the UK’s leading developer of new padel facilities.<\/p>\n

He was also an early backer of sportswear brand Castore, whose kit he wore throughout the final years of his playing career, and has more recently put money into Manors Golf.<\/p>\n

\"Andy<\/p>\n

Andy Murray’s new shoe launch is his latest investment since retiring from tennis<\/p>\n

| <\/p>\n

hylo<\/p>\n

Murray isn’t the only sporting name backing hylo either \u2013 Leeds United striker Patrick Bamford is among several high-profile athletes who joined the company’s latest funding round.<\/p>\n","protected":false},"excerpt":{"rendered":"Sir Andy Murray has teamed up with sustainable footwear company hylo in a partnership revealed today through a…\n","protected":false},"author":2,"featured_media":508813,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[2331,217,101,118,56,54,55],"class_list":["post-508812","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tennis","tag-sgg","tag-sport","tag-sports","tag-tennis","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/508812","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=508812"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/508812\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/508813"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=508812"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=508812"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=508812"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}