Japan’s fashion brand Uniqlo has drafted Serbian tennis player Novak Djokovic as its brand ambassador for the next five years. The company tries to increase its appeal in Europe and the U.S. as it seeks to expand outside Japan.
Djokovic, ranked the world’s first player since last July, will wear Uniqlo clothes on and off court, starting with the French Open which kicks off on Sunday.
At the press conference announcing the new tie-up in Paris, Djokovic wore a classic outfit: white shorts, button-up shirt and jacket in white with fine blue and red stripes.
Asked if he wants to boost his image after recently beating Roger Federer but losing to Rafael Nadal in Rome, Djokovic joked: “I don’t want to compete with (Federer) in terms of elegance, not Nadal either.”
Uniqlo intends to open between 200 and 300 new stores a year in the U.S and Europe, where low commercial rents are helping the company in its expansion plans.