Roger Federer walks out at Wimbledon in Uniqlo shirt, not Nike

Traditionally the men’s singles champion opens proceedings on Centre Court on the first Monday of the tournament

"They are my initials".

After just 20 minutes to complete the first set, Federer went on to fire 35 winners past Lajovic, breaking serve five times, setting up a second round encounter against Lukas Lacko of Slovakia.

"I don't have a shoe deal". "I know Beyoncé pretty well, so they were like, 'We would love for you to be in this particular song".

Roger Federer showed off a new kit but the same old style as he strolled into the second round at Wimbledon. Ties are not broken there. I have deep roots with Nike.

Don't expect to see Roger Federer rocking the Swoosh or Jordan Brand anytime soon, as he has officially left Nike to sign a deal worth $300 million over 10 years with Japanese clothing company Uniqlo.

Japanese retailer Uniqlo has secured Roger Federer as its global brand ambassador just in time for the start of Wimbledon. In contrast, the women's title holder plays her first match on Centre Court 24 hours after her male counterpart and the contest to decide who wins the Venus Rosewater Dish takes place on the penultimate day of the championships.

Nike said in a regulatory filing past year that "investments in endorsements by high-profile athletes, sports teams and leagues" helped drive sales up 6 percenrt to $34.4 billion.

Federer will be the biggest tennis player to partner with Uniqlo, who were the apparel sponsors of Novak Djokovic till 2017, after which he switched to Lacoste.

On Sunday, he turned up at the traditional champion's pre-tournament news conference at the All England Club in a white shirt, grey blazer and navy pants instead of the usual tennis whites he has sported in previous years.

Federer's shirt, jacket, socks, and signature headband all were adorned with the brand's red and white logo. Golfer Adam Scott and tennis star Kei Nishikori were its best known endorsers until Monday.