Roger Federer Plays His First Match At Wimbledon As UNIQLO’s Brand Ambassador

Roger Federer as UNIQLO’s Global Brand Ambassador (Image: UNIQLO’s Instagram)

Roger Federer’s long-time partnership with Nike has come to an end after 20 years and this is the first time we’ve seen him bring a new look to the tennis court.

The Championships at Wimbledon, England graced its opening last Monday with Roger Federer as the first player to play on Wimbledon’s Centre Court as a eight-time Wimbledon champion. Although he’s no stranger to the event, his grand entrance gained quite the attention after it was announced that the athlete’s partnership with Nike had expired in March just before he took a long break.

It was a breath of fresh air to catch Federer walk out in something other than Nike for his latest Wimbledon 2018 game wear, minimal yet sophisticated short stand-up collar shirt based on his personal preference with burgundy colour accents on both the shirt and shorts. The uniform was designed at the UNIQLO Paris R&D Center, led by Artistic Director Christophe Lemaire.

“Mr. Federer is one of the greatest champions in history; my respect for him goes beyond sport. Our partnership will be about innovation on and off court. We share a goal of making positive change in the world, and I hope together we can bring the highest quality of life to the greatest number of people.”

— Tadashi Yanai, UNIQLO founder, chairman and CEO

The endorsement has been speculated to be worth $300 million over 10 years, according to The New York Times, which means it’s one of the most expensive agreements ever.

Shifting from a sports apparel company to a casual wear company is a big move in the sports business. UNIQLO’s not a common name to sign on athletes and as you would already know, they don’t produce tennis shoes so for now, Federer will stick to his Nikes featuring his RF logo, a trademark that is still owned by Nike.