UNIQLO For the Win – New Apparel, Same Federer

Roger Federer/UNIQLO Global Brand Ambassador

When the eight-time Wimbledon champion and No. 1 seed Roger Federer walked out on Centre Court to christen the start of this year's Wimbledon Championship and begin his title defense on Monday afternoon, he wore a new brand, Tokyo-based UNIQLO - not Nike, his long-time apparel partner. The decades-long Federer-Nike era was over. It was a stunning sight to the start of this year's fortnight.

The 36-year-old Federer's nearly all-white attire – collarless shirt with a two-button front and a red pinstripe accent, shorts, bandana-style headband, socks and warm-up jacket – had the minimal and slim-cut red and white UNIQLO logo. His white shoes, which are custom made, were still Nike and bore the familiar swoosh logo. Federer's new UNIQLO kit bore the design of the Japanese brand's artistic director Christophe Lemaire.

Within minutes after the 20-time Grand Slam winner took Centre Court for his first-round match against 57th-ranked Dusan Lajovic of Serbia, UNIQLO UK tweeted:

"UNIQLO is honoured to welcome Roger Federer as our new Global Brand Ambassador!"

In a statement released by UNIQLO, Tadashi Yanai, UNIQLO's founder and chairman, said, "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 the 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. UNIQLO will help Mr. Federer continue taking tennis to new places while exploring innovations in a number of areas including technology and design with him."

Federer said, "I am deeply committed to tennis and to winning championships. But like UNIQLO, I also have great love for life, culture and humanity. We share a strong passion to have a positive impact on the world around us and look forward to combining our creative endeavors."

Soon after the announcement, Sports Illustrated executive editor and senior writer Jon Wertheim tweeted:

Roger Federer debuts his new Uniqlo kit
at Wimbledon on Monday.

"Uniqlo for the win. #Wimbledon"

Wertheim added, "As we see a global athlete wearing Uniqlo, a reminder: Tokyo will host the 2020 Olympics. $30 million per year, sources tell us. Do they get into performance footwear now?"

According to Darren Rovell of ESPN.com, the deal "is worth more than $300 million guaranteed over 10 years and has an unprecedented clause that says that Federer will still collect the money even if he doesn't play." He can also sell patches on his shirt, which he couldn't do with Nike.

When you take a look at Federer's $300 million UNIQLO deal, consider this: his career on-court earnings over the past two decades are a mere $116.6 million.

Federer's deal with Nike expired on March 1. He continued to wear Nike without a deal during recent grass-court tournaments in Stuttgart and Halle, Germany, last month. He appeared for his Wimbledon pre-tournament press conference on Sunday wearing an open-collar dress shirt and sports jacket. By all appearances, Federer looked like he was dressed up for a dinner out the Wimbledon village with his family and team instead of coming in from the practice courts.

Christopher Clarey, tennis columnist for The New York Times, said in a tweet that "Federer's Nike deal is done but have been told by industry sources that the RF logo will revert to Federer at some stage in the next few years. Am told they do not own the rights to it in perpetuity so it may well rise again."

As it happened, Federer beat Lajovic in the opening round, 6-1, 6-3, 6-4, in a tidy 1 hour and 19 minutes, then returned on Wednesday afternoon to Centre Court and beat 94th-ranked Lukas Lacko of Slovakia in straight sets, 6-4, 6-4, 6-1. He is undefeated wearing UNIQLO and has now won 26 consecutive sets at Wimbledon. Although it might take a few matches to get used to seeing Federer in UNIQLO instead of Nike, I think the change is a good one for the Swiss maestro. He's playing inspired, efficient tennis and – still – is the player to beat at Wimbledon this year.

"We're going to have to get adjusted to not seeing the Nike swoosh," said Hall of Famer Jim Courier, who analyzed Federer's opening-day match for Tennis Channel. "It's like Superman without the 'S'. We'll see if it has any impact on him. I doubt it."

While Federer's fashion choices will be debated by the media and his legion of worldwide fans, one thing's certain: the new UNIQLO grand brand ambassador still looks fabulous in white. His new adornments highlight his graceful movement and masterful strokes – and, as Federer has shown so far, he still knows how to play superb tennis.

Photos: Courtesy of Uniqlo Twitter feed and Google images.