The Shocking Split: How Nike Lost Tennis Legend Roger Federer – and He Thriveed Without Them
In a stunning turn of events that would change the trajectory of his career and post-retirement life, tennis icon Roger Federer found himself parting ways with Nike in 2018. Fast forward to 2022, when Federer bid farewell to professional tennis, he wasn't just hanging up his racket; he was stepping into a new arena – as a thriving entrepreneur in the sportswear industry, backed by Uniqlo and On. But here's the kicker: it wasn't Federer's choice to leave Nike; the sportswear giant chose not to renew their 24-year partnership. And this is the part most people miss...
The inside story, revealed by Federer's trusted agent, Tony Godsick, in the latest episode of Served with Andy Roddick, is a tale of negotiation missteps, strategic gambles, and ultimately, a masterstroke that catapulted Federer into the business side of tennis like never before. So, what really went down?
2017: The Final Year of a Legendary Partnership
It all began in 2017, the last year of Federer's contract with Nike – a deal that had been his professional backbone since 2008. Godsick recalls the lengthy process: "He didn't leave Nike. Nike kind of left him, you know? We were trying to re-sign, and they chose not to re-sign. He would have stayed," he emphasized. For an entire year, starting January 2017, Godsick worked tirelessly to hammer out a new ten-year deal, set to expire in February 2018. The stakes were high: Federer, though still a force to reckon with, was 35 and hadn't clinched a Major in four years. The question on everyone's mind – could he still deliver the goods?
Godsick flew to Nike's World Headquarters in Beaverton, Oregon, in early January 2017, kicking off a 13-month negotiation marathon. Two weeks later, Federer silenced critics with a resounding victory at the 2017 Australian Open. Seven months down the line, he added another Wimbledon title to his kitty. Logic dictated that Nike would jump at the chance to retain their star athlete. But here's where it gets controversial... Despite these wins, the deal remained elusive. Godsick was running out of time, and the silence from Nike was deafening.
January 2018: The Day Everything Changed
As the final month of Federer's contract ticked away, Godsick remained optimistic, convinced that Nike would see reason. "I don't talk to anybody else because I figure I have to get this done," he said, doubling down on the negotiations. Federer, sensing an opportunity, sealed his fate with yet another 2018 Australian Open triumph – his third Major in a calendar year. It was a statement of intent: this man was far from done.
But on the last day of the contract, a disheartened Godsick walked out of Nike HQ empty-handed. "I cannot believe this. I'm gonna go down as the agent who could not renew. Not just the greatest guy, but the greatest tennis player in history. And he won a bunch of majors recently. What a loser, Tony," he lamented to Roddick, recounting the bitter moment.
The market reception post-Nike was icy. Brands weren't biting. "Everybody was like, 'Yeah, right. No, thank you.' I remember one brand said, 'He's already branded Nike. We're not interested.' Another company said, 'We would like to do it if we get to wait until next year, because this is the year of our founder, and we don't want to dilute his own thing,'" Godsick recounted, painting a picture of a marketplace that saw Federer as 'yesterday's news' without the Nike badge.
The Unlikely Savior: Uniqlo's Bold Move
Enter Uniqlo, the Japanese retail giant, not exactly known for performance tennis gear at the time. Godsick's attempts to reach Uniqlo founder Tadashi Yanai were initially futile, until a strategic introduction by none other than Vogue's Anna Wintour paved the way for a 30-minute meeting in Japan. What transpired next was a masterclass in negotiation. Yanai's first question set the tone: "Who else are you here to see in Japan?" Upon learning Federer was betting it all on Uniqlo, Yanai smiled – "We'll give you more time than 30 minutes." Then came the million-dollar query: "Are you here to use me?" – a reference to a past athlete leveraging Uniqlo's offer against Nike, only to be matched and retained. Godsick assured him – Federer's vision wasn't just about slapping his logo on apparel; it was about revolutionizing fashion and sportswear, a realm Nike seemingly wasn't ready to explore with him.
Nike had the right of first refusal, but they passed. And that's when the game changed.
July 2018: The Grand Debut and On's Quiet Rise
By July 2, 2018, Federer unveiled his Uniqlo apparel line, sans fanfare – the real press release was him strutting onto Wimbledon's Centre Court, leaving a Nike-clad past behind. "People in the locker room were like, 'What the hell is going on here?' He was nervous. I was like, 'Oh my god, what did I do here? This is Mr. Nike.' But you live once, and this was great," Godsick reminisced, chuckling.
Meanwhile, On, the plucky Swiss sportswear brand, had been quietly courting Federer since 2016. Godsick had already invested in On, seeing potential where others didn't. The deal was ambitious – Federer would wait for On to develop a competitive tennis shoe in exchange for a larger stake in the company and a say in product development. In 2019, he invested $50 million for a 3% equity stake, a bet that would pay rich dividends.
The Aftermath: A Career Reborn
Federer donned Uniqlo gear for the remainder of his illustrious career and beyond, into retirement. His collaboration with Uniqlo isn't just about apparel; it's a testament to rebranding success. On, now a force in tennis, backs champions like Iga Swiatek, Ben Shelton, and João Fonseca – Federer's business acumen at play.
Godsick insists there were no hard feelings with Nike; it was simply a business decision that worked out "so well for the 20-time Grand Slam champion." But let's stir the pot a bit... Was Nike short-sighted in letting Federer go, underestimating his enduring market value and crossover appeal in fashion? Or was Federer always destined for bigger things, unshackled from the constraints of a legacy brand?
The world saw a tennis legend retire in 2022, but in reality, Roger Federer merely shifted gears. He's now a sportswear mogul, shaping the industry with every step – Uniqlo and On's silent partner-turned-visionary.
We want to hear from you: Do you think Nike made a monumental mistake by not re-signing Roger Federer, or was this the best thing that could've happened to his brand? Share your thoughts in the comments below!
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