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Federer Transitions from Nike to Uniqlo, Boosts Brand

10/10/2025

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Summary

Story summary

Roger Federer ends his 24-year Nike partnership in 2018 after Nike declines to re-sign, per Tony Godsick.
In July 2018, he signs a 10-year, $300 million deal with Uniqlo and debuts Uniqlo apparel.
He invests $50 million in On for a 3% equity stake.
Nike negotiations failed, but the Uniqlo-On transition strengthens Federer's brand and finances, with no hard feelings.

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Story summary

Roger Federer ends his 24-year Nike partnership in 2018 after Nike declines to re-sign, per Tony Godsick.
In July 2018, he signs a 10-year, $300 million deal with Uniqlo and debuts Uniqlo apparel.
He invests $50 million in On for a 3% equity stake.
Nike negotiations failed, but the Uniqlo-On transition strengthens Federer's brand and finances, with no hard feelings.