24 Hours with Roger: Embracing A New Era
The world knows Roger as a fierce competitor, but in retirement, he's revealing a new side—one driven by a love for art, travel, culture, and mentoring young talent. Trading victory for exploration and court time for connection, Roger now embodies the spirit of LifeWear: simple, practical, and stylish. Partnering with UNIQLO, he’s evolving from a sports icon to a cultural ambassador, leading with curiosity, warmth, and effortless style.
UNIQLO’s largest multi-season campaign, 24 Hours with Roger, brings Global Ambassador Roger Federer to iconic cities worldwide, connecting him with top artists, cultural spots, and institutions. This series is more than marketing; it’s a new way to tell UNIQLO’s story. LifeWear represents more than apparel—it's a mindset of positivity, integrity, and respect for community. With Roger, we’re able to deepen our brand’s truth and impact.
“Of all the gifts that tennis has given me over the years, the greatest, without a doubt, has been the people I’ve met along the way.”
—Roger Federer
Season 1: Tokyo
In the first chapter of 24 Hours with Roger, we join Roger in Tokyo as he dives into the city’s rich traditions, history, and innovation. Over a week, he runs by the Imperial Palace with friend Kimiko Date, explores the historic Ueno Tosho-Gu shrine with Kei Nishikori, visits the Nanzuka Underground art gallery, and enjoys oden at Nadeichi izakaya in a Shibuya eatery.
“I love Tokyo. There’s a sense of community and appreciation in everything. The ancient traditions right alongside that modern lifestyle.”
—Roger Federer
Season 2: New York
Back in the city of the US Open, Roger dives into New York’s vibrant energy. Known for its innovation and bold style, NYC fuels his encounters with new friends at The Museum of Modern Art, local pizza purveyor, a 12-year old chess master, and a surprise visit to a kid's tennis practice, each stop driven by passion and excellence.
"I love New York. It's challenging, bursting with life, and full of opportunities to try something new."
—Roger Federer
Season 3: London
London holds countless memories for Roger, from his first Wimbledon win to announcing his retirement. This time, he’s back to see the city through fresh eyes. Racing up the Thames by speedboat, he reflects on his journey and his hopes for the future. At Dishoom, he learns from co-founders Shamil and Kavi Thakrar, joins the chef in the kitchen, and enjoys their twist on a classic English breakfast. Roger’s love for modern art leads him to Tate Modern, where he even explores the rooftop apiary with Tate’s beekeepers. In collaboration with creative director Jonathan Anderson, he unveils a new LifeWear collection that seamlessly blends court style with street elegance.
“London is always going to be an emotional place for me. The victory here in 2001, playing my hero on the most famous court in tennis.”
—Roger Federer
Season 4: Shanghai
In the vibrant heart of Shanghai, Roger dives into discovery in a city alive with culture, cuisine, and energy. At Master Zhu’s studio, he explores the elegance of Chinese calligraphy, experiencing its depth firsthand. In a playful challenge, Roger faces 7-year-old table tennis star Gui Duoer, or “Pineapple,” ultimately conceding after a spirited match. Dinner at Maolago introduces him to the rich flavors of Southwest China, with Chef Zou’s signature tomato sour soup. Ending the night with Olympian Nina Li Zheng, Roger cycles along Bei Suzhou Road, savoring dim sum, resilience stories, and the enchantment of Shanghai at night.
“Here in China, there are promising champions at every level of the game. I’m here to learn from some of the best.”
—Roger Federer
Season 5: Paris
In a year when Paris anticipates nearly 10 million visitors for the 2024 Summer Games, Roger immerses himself in the city’s dynamic spirit. He begins his Paris journey at the Palais Garnier, home of the Paris Opera Ballet, meeting dance director José Martinez and principal dancer Léonore Baulac. Observing the discipline of ballet, Roger draws parallels with tennis. Next, he visits La Courneuve, engaging with young players from Fête le Mur, a tennis nonprofit founded by Yannick Noah, on a newly refurbished court featuring artwork by Caroline Derveaux. Roger ends the day with DJ Bob Sinclar, reliving his 2009 Roland Garros victory—an unforgettable moment for both Roger and his fans.
Credits:
President of Global Creative: John C Jay
Creative Director: Joe Encarnacion
Art Director: Ayaka Terakawa (Paris)
Director: Kate Kunath, Toshihiko Tanabe (Tokyo)
Photography: Kinya Ota (Tokyo), Julia Gillard (NYC), Will Douglas (London), Christophe Coenon (Paris)
Styling/Wardrobe: Jim Moore
Strategy: Brian Jang, Charles Steadman
Accounts: Shingo Hase, Sidney Pacampara
Copy: Emily Chang, Nora Deligter
Design: Nic Sinclair
Production: Amelia Hoffman, JN Production (NYC, London), Stink (Shanghai)m Froggie (Paris)