Alex Webb, Columnist

Federer’s Match Made in Retail Heaven

Uniqlo tie-up is just what the Japanese retailer needs.

July 4, 2018 at 6:00 AM UTC

Corrected

July 4, 2018 at 8:58 AM UTC

Alex Webb is a correspondent for Bloomberg Quicktake. He previously covered the technology, telecoms and media industries in London, San Francisco and Munich.

Acing Japanese fast fashion.
Photographer: Glyn Kirk/AFP/Getty Images

Provide news feedback or report an error

Site feedback:

Take our Survey

This article is for subscribers only.

At first glance, it seems like something of a mismatch. Uniqlo, the Japanese fast fashion brand, is paying $300 million over 10 years to replace Nike Inc. as the kit sponsor for Roger Federer.

The Swiss might be the greatest male tennis player ever, but at 36 his best years are behind him. From a commercial perspective, he seems to have aced it. And Uniqlo looks like it’s paying an awful lot for a sportsman who isn’t too far off from retirement.