UNIQLO + Roger Federer
UNIQLO + Roger Federer:
A Perfect Match
Global Brand Ambassador Creative Strategy, 2023 -2026
BRAND
UNIQLO Global Creative Lab
PARTNER
Uniqlo Global Sports Marketing
Team8
DISCIPLINE
Content Programming
Global Ambassador Strategy
Experiential Production
SERIES
Tokyo
New York
London
Shanghai
Paris
Seoul
When Roger retired, we believed his greatest impact was still ahead. We took him around the world to prove it—Tokyo, New York, London, Shanghai, Paris, Seoul—through a multi-year series of events and content.
Objective
Most brand partnerships end when an athlete retires. Roger Federer’s next chapter presented a rare opportunity to show that his greatest impact is yet to come. Over the course of seven years, we evolved UNIQLO’s partnership with Roger Federer beyond sponsorship into a long-term storytelling platform that embodied the brand values of UNIQLO.
24 Hours with Roger
GCL New York created 24 Hours with Roger, a series of travel mini-documentaries that connected Roger with artists, athletes, and communities across major cities including Tokyo, New York, London, Shanghai, Paris, and Seoul. Each chapter explored culture, creativity, and sport while reinforcing UNIQLO’s mission of improving everyday life for all. The series was a breakthrough in how UNIQLO engages in brand storytelling. LifeWear is more than just perfected essential apparel. It’s a philosophy defined by positivity, integrity, and a respect for communities across the globe.
“Of all the gifts that tennis has given me over the years, the greatest, without a doubt, has been the people I’ve met along the way.”
Around the World with Roger Federer
“It was important for me, once I became more famous, to become more of a role model. Around the World brings together everything that I’m passionate about, art, culture, kids, and tennis.”
Around the World with Roger Federer is a multi-year event series that takes Roger to cities around the world with the belief that tennis belongs to everyone, from New York to Shanghai, Paris to Seoul. Each chapter, Roger has opened the game to new communities with custom courts designed by world class and local artists.
Around the World in New York
Around the World in Shanghai
Around the World in La Courneuve (Paris)
Around the World in Seoul
Outcome
The program redefined how UNIQLO approaches ambassador partnerships, shifting from product marketing to cultural storytelling and global community engagement.
24 Hours with Roger Credits:
President of Global Creative: John C Jay
Creative Director: Joe Encarnacion
Director: Takashi Hirukawa
Accounts: Shingo Hase, Jen Gomez
Production: Exposure (NYC), Uniqlo CN (Shanghai), Froggie (Paris)
Around the World with Roger Federer Credits:
President of Global Creative: John C Jay
Creative Director: Joe Encarnacion
Art Director: Ayaka Terakawa (Paris)
Director: Kate Kunath, Toshihiko Tanabe (Tokyo)
Photography: Kinya Ota (Tokyo), Julia Gillard (NYC), Will Douglas (London), Christophe Coenon (Paris)
Styling/Wardrobe: Jim Moore
Strategy: Brian Jang, Charles Steadman
Accounts: Shingo Hase, Sidney Pacampara
Copy: Emily Chang, Nora Deligter
Design: Nic Sinclair
Production: Amelia Hoffman, JN Production (NYC, London), Stink (Shanghai)m Froggie (Paris)