Why would Uniqlo spend $300 million on a 37-year-old tennis player at the tail end of his career? 20 grand slam championship titles. 2 Olympic medals. 6 ATP World Tour titles. The number one tennis player in the world for 310 straight weeks. That’s why. Now, the Japanese retailer needs to generate enough buzz to justify Roger Federe’s Global Brand Ambassador fee. So far its working.
Federer announced his switch to Uniqlo without words. He simply walked on court at the All England Club for his first–round match against Dusan Lajovic of Serbia wearing a white Uniqlo shirt, shorts and headband with white Nike shoes. Everyone noticed. For his second Grand Slam in Uniqlo there’s a little more per-tournament hype. At this years US Open the 5-time champion will take the court wearing a deep red shirt, shorts and bandana with contrasting piping trim. Designed at Uniqlo’s Paris R&D Center by Artistic Director Christophe Lemaire, the clean, minimal look was chosen to maximize Rogers visibility on the blue hard courts of Flushing Meadows.
To kick things off, Uniqlo is offering Fed fans a chance to meet him in person, ask a question and buy his US Open outfit before it hits stores. To attend the event, be one of the first 150 people in line at UNIQLO 5th Ave (666 5th Avenue New York, NY 10103) at 10AM on August 22 to receive a ticket valid for entry to the evening event at 5PM ET.
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