Swiss tennis legend Roger Federer has signed a ten‑year endorsement contract with Japanese apparel brand Uniqlo, reportedly worth €300 million, ending his 25‑year relationship with Nike.
Deal details
Federer’s agent said the Swiss player left Nike because the company “left him.” The new agreement with Uniqlo, a casual‑wear label with limited sports presence, includes a decade of representation and a substantial financial package.
Business strategy
According to Forbes, Federer holds about 2.5% of On, a Zurich‑based footwear and textile distributor that has shifted from shoes to broader sports apparel. On owns roughly 296 million class‑A shares and 341 million class‑B shares. The company prefers selective athlete representation, focusing on high‑profile individuals rather than a large roster.
On’s current sports portfolio includes tennis players Iga Swiatek, Ben Shelton, Flavio Cobolli and João Fonseca, as well as footballer Sydney Schertenleib of Barcelona. The firm is also expanding into athletics, trail running and padel, signing Spanish player Arturo Coello.
Implications
Federer’s move follows his earlier role as a Nike icon in the early 2000s, where he fronted anti‑racism campaigns and later appeared in Reebok ads for Arsenal. The Uniqlo deal signals a shift toward brands seeking broader market reach through elite athletes, while Nike loses a long‑standing ambassador.