Shocking Betrayal on the Court: How Nike Turned Its Back on Roger Federer in 2018—And What Happened Next
Picture this: One of the most iconic figures in tennis history, a 20-time Grand Slam champion, gets unexpectedly dropped by his gear giant sponsor right after snagging major titles. It's a story that still stings for fans and raises eyebrows about loyalty in the world of sports endorsements. But here's where it gets controversial—could Nike's decision have been a colossal blunder, or was it just smart business? Let's dive into the details and uncover the twists that led to Federer's stunning pivot to new brands.
Even after hanging up his racket in 2022, Roger Federer hasn't slowed down in the tennis scene. He's been a fixture at Grand Slam events and other tournaments, and he's built an impressive sportswear empire through his collaborations with Uniqlo and On. For newcomers to tennis, Grand Slams are the four biggest tournaments—think Wimbledon, the US Open, the French Open, and the Australian Open—where winning one is like hitting the jackpot in the sport.
Federer's foray into fashion might never have taken off if he'd stuck with Nike. But that wasn't his choice. As his longtime agent, Tony Godsick, revealed in a recent episode of Served with Andy Roddick, Nike essentially walked away from the partnership. And this is the part most people miss—it wasn't Federer who initiated the split; it was Nike that decided not to extend the deal.
In that podcast episode, around the 43-minute mark, Godsick shared a fascinating tale of how a 24-year relationship unraveled, paving the way for Uniqlo and On to step into the spotlight in tennis. It all started in 2017, the final year of Federer's Nike contract.
Godsick made it clear: 'Federer didn't ditch Nike—they ditched him. We were pushing hard to renew, but they opted out. He was ready to stick around.' He elaborated that from early 2017, with the deal set to expire in February 2018 after a decade-long partnership beginning in 2008, he dedicated a full year to negotiations.
Godsick understood the hurdles of inking a deal for an athlete past his prime, especially one who hadn't claimed a Grand Slam in four years. To put that in perspective for beginners, tennis players' careers can span decades, but sponsors often prioritize younger stars with fresh momentum. Godsick traveled to Nike's headquarters in Beaverton for an initial meeting in early January 2017, kicking off a 13-month marathon to secure a new agreement.
Just two weeks later, Federer shocked the world by winning the 2017 Australian Open. Seven months after that, he added another Grand Slam trophy at Wimbledon. Despite these triumphs, which should have boosted his appeal, no deal materialized, and Godsick grew increasingly anxious as the clock ticked down.
Fast-forward to January 2018, the final month of the contract. Godsick stayed loyal to Nike, refusing to shop around elsewhere. 'I wasn't talking to anyone else because I was convinced we had to make this work,' he said. Federer's negotiating power got a boost when he clinched the 2018 Australian Open—his third major title in a single year, a feat that screams dominance.
On the last day of the contract, a disheartened Godsick exited Nike's offices empty-handed. He recounted to Roddick, 'I was floored. Here I am, the agent who couldn't close the deal for not just an amazing person, but arguably the greatest tennis player ever. And he'd just racked up a bunch of majors. What a failure I felt like.'
With that, Federer and Godsick entered the market, but the response was frosty. Brands turned them down left and right. One company bluntly said, 'He's too tied to Nike; we're not biting.' Another offered to wait until the next year, explaining it was their founder's big moment and they didn't want to overshadow it.
After striking out with Uniqlo's founder Tadashi Yanai initially, Godsick reached out to Vogue editor Anna Wintour, who facilitated the connection. Soon, Godsick was jetting to Japan for a brief 30-minute meeting.
Reflecting on it, Godsick said Yanai's first question was, 'Who else are you meeting in Japan?' When Godsick assured him no one, Yanai extended the time. But then came the pivotal query: 'Are you just using me as leverage?'
Yanai shared a story of another Nike athlete who'd done exactly that—used a Uniqlo offer to force Nike to match it. Godsick insisted that wasn't the plan; Federer's ambitions stretched beyond tennis into fashion. Nike had the right to match any offer but chose not to.
By July 2018, things heated up with Uniqlo's debut and the early involvement with On. Uniqlo didn't produce high-performance tennis shoes back then, and neither did On. But the Swiss brand On had been quietly pursuing Federer since 2016 and had even secured an investment from Godsick before the Nike split.
Eventually, Godsick sat down with On's team and proposed that Federer would invest time in developing a tennis shoe to secure a bigger package, including company equity and input on products. In 2019, Federer poured in $50 million for a 3% stake.
Meanwhile, Federer unveiled his Uniqlo line on July 2, 2018, right after skipping the entire clay court season of the ATP tour—a bold move that had everyone watching. For those new to the game, the clay court swing includes events like the French Open, where the surface is slower and more tactical.
Godsick recalled, 'We skipped the press release; his appearance on Centre Court at Wimbledon was our announcement. I'll never forget him practicing in Nike gear on a side court. Locker room chatter was buzzing: 'What's happening here?' He was jittery, and I thought, 'Oh no, what have I unleashed? This is the Nike guy.' But hey, you only live once, and it was exhilarating.'
Throughout the interview, Godsick stressed no lingering resentment toward Nike—it all worked out splendidly for the 20-time Grand Slam winner. Federer rocked Uniqlo apparel for the rest of his career and beyond, and his On investment keeps paying off, with the brand now backing stars like Iga Swiatek, Ben Shelton, and João Fonseca.
But here's the controversial twist: Was Nike's refusal to re-sign a shortsighted move, or did they see something we didn't? In an era where brands chase youth and viral appeal, dropping a legend like Federer seems risky. Some argue it was a missed opportunity for Nike to capitalize on his enduring fame, while others say it made sense given the business realities of aging athletes. What do you think—did Nike blow it, or was Federer's switch to Uniqlo and On a masterstroke of reinvention? Share your thoughts in the comments; I'd love to hear if you agree Nike erred or if there's another angle I'm missing!
