Roger Federer of Switzerland enters court wearing Uniqlo outfitWimbledon Tennis Championships, Day 1, The All England Lawn Tennis and Croquet Club, London, UK - 02 Jul 2018

TOKYO — Uniqlo said Monday that it has entered into a partnership with tennis great Roger Federer, who will become the latest athlete to represent the low-priced apparel retailer as a global brand ambassador. Federer will represent Uniqlo at all tennis tournaments throughout the year, starting with The Championships, Wimbledon 2018.

In a release, Tadashi Yanai, chairman, president and chief executive officer of Fast Retailing, Uniqlo’s parent company, was quoted as saying: “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. We share a goal of making positive change in the world, and I hope together we can bring the highest quality of life to the greatest number of people. 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.”

While not a company known for its athletic apparel, Uniqlo has a history of innovation, particularly when it comes to fabrics, and previous brand ambassadors have included one of Federer’s rivals, Novak Djokovic.

“I am deeply committed to tennis and to winning championships. But like Uniqlo, I also have great love for life, culture and humanity. We share a strong passion to have a positive impact on the world around us and look forward to combining our creative endeavors,” Federer said in the release.

Federer joins Japanese tennis player Kei Nishikori, wheelchair tennis players Shingo Kunieda and Gordon Reid, and golfer Adam Scott, who make up Uniqlo’s current roster of global brand ambassadors.

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