“LifeWear: Made for All”: Roger Federer to Join Designer Christophe Lemaire, Other Sports Stars for New Campaign

Published 05/13/2021, 6:30 AM EDT
MELBOURNE, AUSTRALIA: Roger Federer of Switzerland plays a forehand in his third round match against Taylor Fritz of the United States during day five of the 2019 Australian Open at Melbourne Park in Melbourne, Australia. (Photo by Quinn Rooney/Getty Images)


Roger Federer is not only building a good deal of anticipation among fans around his return to clay at the Geneva Open and the Roland-Garros, but he is also driving curiosity levels through the roof with his new advertisement campaign for apparel giant Uniqlo.

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Roger Federer is the brand ambassador of Uniqlo

The ad campaign, for which the global retail major has roped in Federer, who is also its brand ambassador, has New York-based artist Futura, its ace designer Christophe Lemaire and a host of other prominent names for its Spring collection.

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With a tagline that says “LifeWear: Made For All”, the advertisement film will convey the basic thought process and ideas that have gone into designing the apparel.

SHANGHAI, CHINA – OCTOBER 11: Roger Federer of Switzerland reacts in the against Alexander Zverev of Germany during the Men’s singles Quarterfinals match of 2019 Rolex Shanghai Masters day seven at Qi Zhong Tennis Centre (Photo by Lintao Zhang/Getty Images)

Conceived by John Jay, president of global creative at Uniqlo, the campaign will highlight the concept of designing clothes for all people, seasons, and situations.

Apart from the eight-time Wimbledon champion, the ad film also features Swedish table tennis champion Anna-Carin Ahlquist and wrestler Alex Kessidis.

Uniqlo’s Europe director of sustainability Maria Samoto Ledous, CNSAS Alpine Rescue Team from Milan, SAMU Social de Paris partnerships manager Anne Derycke, founder and CEO of New York-based Street Soccer USA Lawrence Cann, and Milan store employee Djiba Kourapuma will also be seen in the new ad film.

Federer will return to action at the Geneva Open

After a break from tennis for well over a year to recover from a second knee operation that he underwent last year, Federer returned to competitive action at the ATP event in Doha back in March.

Amid huge expectations around his return, the six-time Australian Open champion won his comeback match against British No. 1 Dan Evans. However, he crashed out in the next round after losing to big-hitting Georgian Nikoloz Basilashvili.

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He skipped some Tour events, including the prestigious Miami Open, thereafter and focused on more training instead for the grass-court season.

Amid speculations around his participation at the French Open, Federer later released a statement confirming his return to Roland-Garros. He also enlisted for the Geneva clay-court event, which will serve as a tune-up for Paris.

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Priyabrata Chowdhury

1013 articles

Priyabrata Chowdhury is a tennis author for EssentiallySports. He has been a print journalist for a decade, producing news pages for leading national dailies such as the Hindustan Times and The New Indian Express. His passion for sports eventually drove him to tennis writing.

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