Uniqlo launches Roger Federer campaign with focus on stretch denim
When Uniqlo signed up Roger Federer to a mega-millions contract last year, some people questioned the value of the tennis player as he approached the end of his playing career and were surprised that he wore the brand on-court as Uniqlo’s not widely known for its performance products link.
But Federer's huge global profile and popularity makes him a hot property and it's clear that the retailer plans to make the most of its investment and wants to use him much more widely for its lifestyle offer. On Wednesday it unveiled a brand-new global LifeWear campaign starring Federer and featuring “jeans that are the essence of comfort.”
It's the first global campaign for the brand and explores “how clothing brings comfort to his life.”
Talking about his life, he said that “clothes must feel comfortable and denim is a material I like a lot. I have worn jeans since I was a kid and they continue to be one of my favourite items of clothing. When I select what I wear on a particular day, I put a lot of value on comfort because it’s important for me to feel relaxed all day.”
And of course, all of that is just a build-up to talking about Uniqlo’s stretch jeans that “are really comfortable.”
The campaign comprises TV commercials, in-store posters, websites and other creative elements, and “will tell a visual story of Mr Federer enjoying life at home in jeans, a universally-loved comfort essential and the ultimate expression of LifeWear." Specifically, he’s seen wearing Uniqlo Ezy jeans.
It looks like we should expect to see the brand using Federer much more widely to promote its products based on advanced materials technology in the seasons ahead.
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