Staff Reporters
May 24, 2012

Uniqlo chooses tennis player Novak Djokovic as a brand ambassador

GLOBAL - Japanese fashion retailer Uniqlo has appointed professional tennis player Novak Djokovi as its global brand ambassador.

Novak Djokovic
Novak Djokovic

The five-year partnership will see Djokovic promoting the Uniqlo brand and clothing worldwide. It will also include collaboration on future product lines as well as co-development of the "ultimate Uniqlo functional wear". 

A preview of the collaboration's first results will be seen at this year's Roland-Garros French Open Tennis Tournament, which starts on 27 May in Paris, where Djokovic will debut his newly designed Uniqlo match wear to a worldwide audience.

Tadashi Yanai, chairman, president and chief executive officer of Fast Retailing, Uniqlo's parent company, commented, "We will use the most innovative fabrics and technologies to develop match wear that can contribute to the performance of a globally recognized and respected sports person like Novak. At the same time, Uniqlo will incorporate latest fabrics and technologies to co-develop with him the ultimate functional apparel that can be worn, and enjoyed, by people all over the world."

Djokovic and Uniqlo are a fit, continued Yanai, because both "share a mutual desire to improve people's lives and contribute to society". 

"Uniqlo is a cool brand with strong roots in Japan, a country whose culture and way of life I respect," said Djokovic. "I have a personal philosophy which I call 'Be Unique,' and this is based on my strong passion, drive and eagerness to keep improving myself. I am passionate about being the best possible tennis player, as well as the best possible person, and I have a continuous desire to help people, especially children, who have been less fortunate than I."

As its first collaborative CSR initiative with Djokovic, Uniqlo will manufacture a custom T-shirt that will be sold at a select number of stores as well as online, with proceeds going to the Novak Djokovic Foundation to support children's programmes. 

Campaign Asia

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