Japanese fast fashion retailer Uniqlo has confirmed signing tennis champion Roger Federer as its newest global ambassador, ending the star's two-decade relationship with Nike.
Federer will take over the role from tennis rival Novak Djokovic, who parted ways with Uniqlo last year, joining Lacoste.
How much the deal is worth is yet to be confirmed but earlier reports had it valued at US$300 million to $400 million over the course of 10 years, according to ESPN.
Uniqlo has already stated that the brand will not be following the same direction Nike took with Federer, reminding consumers that the brand "is not a sports company", but one that describes itself as a "life" company.
“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," Uniqlo founder and CEO of fast retailing Tadashi Yanai says.
"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 will represent Uniqlo at all tennis tournaments throughout the year, starting with The Championships, Wimbledon 2018.
The 20-time Grand Slam winner sported the newly designed Uniqlo attire during his first match, winning in straight sets against Serbia's Dušan Lajović.
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