When Uniqlo signed Roger Federer to a multi-million dollar contract last year, some questioned the tennis player’s value as he neared the conclusion of his career, and were shocked that he wore the brand on the court because Uniqlo isn’t known for its performance items.
Federer, on the other hand, has a prominent global profile and popularity, and it’s evident that the company intends to make the most of its investment by using him much more broadly for its lifestyle offering. It debuted a new global LifeWear campaign starring Federer and showcasing “jeans that are the essence of comfort” on Wednesday.
The campaign will “create a visual story of Mr. Federer enjoying life at home in jeans, a universally-loved comfort essential and the ultimate manifestation of LifeWear,” through TV ads, in-store posters, websites, and other creative elements. He’s seen sporting Uniqlo Ezy pants in particular.
In the coming seasons, it appears that the brand will use Federer considerably more extensively to market its breakthrough materials technology products.
