Andy Murray launches new shoe 'made of corn and beans' to rival Roger Federer

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 £15 billion?

The timing raised eyebrows, but this is genuinely not an April Fools' joke.

In the video, Murray insists his new venture has absolutely nothing to do with Federer's success in the running shoe market.

"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.

But then comes that knowing grin straight to camera – suggesting he's very much hoping to chip away at his old rival's empire.

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."

The shoes themselves are genuinely innovative, crafted from castor beans, corn and seaweed rather than traditional synthetic materials.

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.

Since hanging up his racket following the 2024 Olympic Games, Murray has kept himself busy with various business interests.

His investment in Game4Padel has proven particularly fruitful, with the company becoming the UK's leading developer of new padel facilities.

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.

Murray isn't the only sporting name backing hylo either – Leeds United striker Patrick Bamford is among several high-profile athletes who joined the company's latest funding round.