Oh Suiiii,
The greatest tennis player of all time, Roger Federer, became UNIQLO’s global ambassador in 2018. While China is a significant market to UNIQLO, it is also the second home of Roger with millions of his fans. In October 2019, Roger competed in the Shanghai Rolex Masters.
Globally, Uniqlo created a campaign to support Roger on the court, call “GO ROGER.” It was created to support Roger on the court. In China, we noticed that fans love him beyond his role as an athlete. Every one of us, a tennis fan or not, can learn from him. Whether it is his elegance, persistence, hard work spirit, or kindness. He is an idol for both sports and life for millions of people. We expanded on the “GO ROGER" global campaign through the creative strategy “Roger belongs to each of us.”
We worked with photographer Mark Peckmezian to creating artistic, high-end photography from Roger Federer wearing Uniqlo’s timeless, high-quality essentials, as the visual materials for the Shanghai event.
We created an exhibition space to showcase his three different aspects: a father, a champion, and a philanthropist for the event. Each wall had one dimension of Roger, leading by his quote and personal stories. We also placed mannequins to display his outfit and writings about Uniqlo’s LifeWear products.
We prepared a high-quality book with Roger’s fan’s support of inspiration and message to him. This book has been presented to Roger during the event.
To better expand the GO ROGER event, we created a booklet to give the audience an in-depth understanding of Roger and his point of view towards life and his different roles. From knowing Roger, we can deliver a deeper connection between Roger and Uniqlo LifeWear.
