20-Grand-Slam champion Roger Federer has walked away from a decade long partnership with Nike, signing on to a new deal with Japanese fashion retailer Uniqlo.

Federer will represent Uniqlo at all tennis tournaments throughout the year, starting with The Championships at Wimbledon 2018.

Mr Federer is one of the greatest champions in history; my respect for him goes beyond sport,” said Tadashi Yanai, Uniqlo founder and chairman, president and CEO of fast retailing.

“Our partnership will be about innovation on and off court. We share a goal of making positive change in the world, and I hope together we can bring the highest quality of life to the greatest number of people.

“Uniqlo will help Mr. Federer continue taking tennis to new places, while exploring innovations in a number of areas including technology and design with him.”

Federer noted that he was deeply committed to tennis, but also shared Uniqlo’s values.

“We share a strong passion to have a positive impact on the world around us and look forward to combining our creative endeavors,” said Federer.

It is interesting to note that Uniqlo is not a sports company, but describes itself as a life company that creates LifeWear, “apparel that comes from the Japanese values of simplicity, quality and longevity.”

In addition to Federer, the Uniqlo global brand ambassadors are Kei Nishikori (tennis), Shingo Kunieda and Gordon Reid MBE (wheelchair tennis) and Adam Scott (golf).

This story first appeared on sister site Inside Retail Australia.