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sonyaany
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10 Mar 2016 11:01 |
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Djokovic and Nishikori make Uniqlo a tennis winner
Novak Djokovic is currently number one in the ATP men's rankings
Breaking into the world of professional tennis is an uphill battle for up and coming players, and for sportswear firms looking to enter such a competitive arena the challenge is no less intense.
That makes the presence of Uniqlo at the top of men's global tennis all the more unusual the Japanese firm is a High Street leisure brand rather than a traditional sports manufacturer.
It occupies the same space as the likes of Next and Gap rather than Nike and Adidas.
So how did this fashion company come to provide playing kit for two of the main contenders for the forthcoming Australian Open world number one Novak Djokovic and fifth seed Kei Nishikori?
'Door opened'As the firm's global marketing officer Jorgen Andersson explains, the company's entry into the sport came through its signing of Japanese wheelchair tennis sensation Shingo Kunieda as their first sports ambassador in 2009.
Shingo Kunieda was the wheelchair tennis champion at the US, French and Australian Opens in 2014
The objective, he says, has been to strengthen Air Max 2016 Blue Green Orange the company's global brand image, using the appeal of tennis to reach a wider consumer audience, including the important youth market.
Also, on a practical note, the tennis outfit of polo shirt and shorts were products that Uniqlo already felt at home with.
'Learning curve'"We want to be the number one apparel wear brand in the world, and for us tennis seemed a perfect match," says Nike Air Jordan Mens Mr Andersson, pointing to the fact that it is a global and aspirational sport, played by males and females of all ages.
"It has been a learning curve as we have added [further] tennis ambassadors, first Kei Nishikori and then Novak Djokovic, but we feel our sports partnerships are thriving."
Jorgen Andersson has decades of experience in clothing retail
What Mr Andersson calls an "important breakthrough" came in the US Open last September, when Djokovic and Nishikori contested their first Grand Slam semi final, with the Japanese player going on to ultimately lose in the final to Marin Cilic.
"I think we created some very positive feelings among tennis fans, to see not just another Nike, Adidas, Puma on court," Mr Andersson says.
Nishikori opportunityUniqlo, which was founded in 1984 with its Air Max 2016 Black first store in Hiroshima, signed Nishikori in 2011 when the Japanese competitor was very much a player of potential rather than the top player he is now.
"At the time Kei was much further down in the ranking than he is today," says Mr Andersson.
Uniqlo signing Kei Nishikori has helped promote the popularity of tennis in Japan
Then in 2012 they signed Novak Djokovic after he cancelled his deal with Italian firm Sergio Tacchini following numerous problems.
Uniqlo says a lot of negotiation took place before these deals were signed.
As well as its tennis players, the company also provides the kit for leading Australian golfer Adam Scott and is the title sponsor of the International Tennis Federation (ITF) wheelchair tennis tour.
Athlete criteriaAsked whether they would sign any more athletes, Mr Andersson says they are keeping a close eye on the sports sponsorship market, "monitoring what sort of deals are taking Nike Free Shoes Mens place out there".
"Our approach right now though is to wait and see," he says.
The company is always looking at sportspeople whose ability, personality and mentality "would make them good Uniqlo ambassadors".
"We have an ambition to grow in the female segment of the market, and as part of that strategy we are looking for suitable female sportspeople who might help us with our approach," he adds.
Singer Pharell Williams at a Uniqlo CSR event
Any new addition, male or female, would need to have the characteristics which Uniqlo says it has found in Djokovic and Nishikori namely honesty, modesty, hard work, focus and an ability to handle success with gratitude.
An interest in the design of the playing kit they will be wearing might also be a useful advantage. Mr Andersson says that both Djokovic and Nishikori have input into the fabrics used in their playing kit, as well as the cut, colour and more.
Fashion trendsReplica wear based on the products that is designed for its four sportsmen is then made available in Uniqlo stores around the world.
And the Swede says that the crossover from High Street leisurewear (or "LifeWear", to use Uniqlo's phrase) into sport is not as unusual as it might appear.
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