In 2018, Roger Federer ended his 20-year association with Nike. The Swiss Maestro had signed a new deal with Japanese clothing company Uniqlo.  The deal was, significantly higher than his previous agreement with Nike. However, the decision was not solely based on money. Federer once revealed that Uniqlo’s commitment to stay with him even after his retirement from tennis was a key factor. Furthermore, he also stated that the sportswear brand shared Federer’s lifelong vision to empower impoverished children through education.

The decision to sign a new deal with Uniqlo proved to be a wise one for the Swiss Maestro as he continues to be the highest paid tennis player even after his retirement.

After parting ways with Nike, Uniqlo’s new global brand ambassador shared a poignant note about life after tennis.

Roger Federer once made a strong decision about his brand appeal

The Swiss legend has been associated with numerous brands throughout his career, but none more so than Nike. The decision to end the partnership with Nike was not an easy one. It allowed Uniqlo to establish a partnership with one of the most respected and admired athletes in the world. The company signed a 10-year contract deal with the Swiss Maestro in 2018 which is reportedly worth around $300 Million.

Uniqlo’s CEO Tadashi Yanai and Executive Creative Director John Jay were key factors in Federer rubbing shoulders with the Japanese brand.

Uniqlo’s approach was to incorporate Federer into their LifeWear range. It aimed at providing comfortable, functional clothing for everyday life. “John Jay in New York, where I had an event there, said it very nicely: ‘One day I will retire from tennis but I will not retire from life,’”  Federer stated as Uniqlo’s new global brand ambassador.

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One of Federer’s goals is to help out disadvantaged children through education, and he felt that the brand shared his vision.

“Some people do go to school but do not get a quality education and so this is where the Roger Federer Foundation has tried to make a difference in the region of Southern Africa,” Federer said.

This approach was a reflection of Uniqlo’s brand philosophy, which focuses on simplicity, functionality, and quality. The partnership was about creating a shared vision of what a brand should stand for and what it should represent.

In his association with Nike, Federer was being paid $10 million annually. However, the deal with Uniqlo bumped up his annual earnings to $30 million per year. Therefore, it is easy to figure out why the Uniqlo deal was a lucrative offer for the 20-time Grand Slam Champion.

Moreover, Federer’s deal with the Japanese apparel company did not have a retirement clause. This means the $30 million per year coming in from the new sponsorship deal will be filling Federer’s coffers till the age of 46.

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But, why didn’t the sports giant Nike offer a more enticing contract than the Japanese clothing brand to retain the Swiss Maestro?

What were the reasons behind Nike severing ties with Federer after a 20-year-long association?

Federer confirmed his move to Uniqlo and unveiled his new collection in collaboration with the company at the 2019 Wimbledon Championships. The Swiss GOAT stated that he was excited to explore new opportunities and partnerships. The Japanese mass-market retailer is recognized for its designer collaborations and advanced life wear line.

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Federer signed his first deal with Nike in 1995 and the partnership continued till 2018. According to a sports analyst, Jo Pompliano, Nike had a strong lineup of tennis players. They typically do not spend over 10% of overall revenue on athlete sponsorship deals. Federer’s desired contract terms did not align with this, and it lead to his departure from Nike. Nike also decided to let Federer go to protect their margins. How do you think Federer’s partnership with Uniqlo impacted his career and tennis? Let us know in the comments below.