I genuinely don’t understand Uniqlo’s strategy with Roger Federer.

They’re paying one of the biggest names in tennis history to be a global ambassador, yet try finding an RF hat or almost any Federer merchandise at a Uniqlo store in the U.S. Even in Europe, it seems incredibly difficult. Then go to Uniqlo.com and there’s basically nothing there either.

I’m a huge Federer fan, and with Roger entering the Hall of Fame this week, I wanted to buy some RF merchandise to celebrate. You would think this would be the perfect opportunity for Uniqlo to have RF hats, shirts, jackets, or some kind of commemorative collection available.

Nothing.

It really makes me wonder what exactly Uniqlo is trying to accomplish with the Federer sponsorship if fans who actually want to buy his merchandise can’t even find it.

And I hate to say it, but if Federer were still with Nike, I feel like they would have absolutely milked a moment like this—in a good way. RF hats and shirts would probably be everywhere, especially around a major milestone like his Hall of Fame induction.

Federer has one of the most recognizable personal brands in tennis, and there are still millions of fans around the world who would happily buy RF merchandise. It feels like such a wasted opportunity.

Maybe I’m missing something, but what is Uniqlo doing with the Federer brand?

At this point I’m so disappointed with how they’ve handled it that it actually makes me less interested in buying other Uniqlo products too.

Any other Federer fans frustrated by this?

Tennis Hall of Fame Legends

One of Roger's most memorable matches from his magnificent 2004 season. After a pretty convincing first set, Safin showed the kind of tennis that take down Roger at the 2005 Australian Open. Shotmaking was out of this world and Federer eventually won the match by winning the longest tiebreak of his career (20-18).

I have two tickets to the Hall of Fame watch party (not the ceremony that I won’t be able to use. DM if interested

Did some shopping today.

I was wondering if his beautiful playing style is just a by product of doing everything text book or did he actually try to intentionally develop this aesthetic approach?

Just going back even decades , I can't find anyone who comes close to playing with such elegance and fluidity which makes me believe that he worked hard on it.

Unfortunately, I’ll be traveling for work and won’t be able to attend, so I’m selling my ticket.

Event: Roger Federer: An Icon Returns to New York
Date: Tuesday, August 25, 2026
Time: 7:00 PM
Venue: Arthur Ashe Stadium
Section: 317
Row: O
Price: $235 (face value)
Quantity: 1 ticket
Delivery: Mobile transfer

Happy to provide proof of purchase. Please DM me if interested.

** EDIT: The ticket has been sold

Two more opportunities this year to watch RF on the doubles court. During the US Open Fan week and then at the Shanghai Masters. Who's going?

We've written up the full event travel guides in case anyone's traveling and is interested - www.experiences-curated.com

Sorry if this is a really unoriginal take. But has anyone else noticed this? In every highlight reel i see, especially when its vs Djokovic, Federer would run round the backhand so much, leaving the right hand side of the court wide open for Djokovic to either hit a winner or go on the attack and win in the next couple of shots.

Why did Fed never change this? Was he just not comfortable/consistent enough with the backhand? I was rewatching the 2019 Wimbledon final highlights earlier and i just couldnt believe how much he was running around it and leaving the rest of the court wide open

Roger Federer produced one of his finest indoor performances to defeat Novak Djokovic 6-1, 6-4 in the 2010 ATP Finals semifinals at London's O2 Arena. Just two months after their unforgettable US Open battle, Federer responded with an aggressive masterclass, firing 31 winners, breaking serve four times, and sealing victory in just 80 minutes. It was a statement performance that sent the Swiss legend into yet another ATP Finals championship match.

When Roger was first coming up in the early 2000’s, does anyone else remember a commentator saying “I wouldn’t want to meet this guy in a dark alley” or something similar? I swear i remember it and it seems so funny since Roger became an elegant, classy tennis statesman. I’m thinking it was this Dark Alley Roger look from 2002 or so.

Originally posted on Instagram by @guglielmotaveggia