Roger Federer is a marketing powerhouse on his own, and it's best put in Nike's former tennis director Mike Nakajima's words ...

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'?

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.