Federer breezes past Lajovic in Wimbledon opener

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The company did not disclose terms of the deal, but ESPN reported it was worth $300 million for 10 years.

Federer came out in unbranded warm-ups, and during the match against Dusan Lajovic of Serbia, the 20-time Grand Slam victor wore a White Uniqlo shirt, shorts and headband and with white Nike shoes.

"Uniqlo will help Mr Federer continue taking tennis to new places, while exploring innovations in a number of areas including technology and design with him".

While it may not seem like a big deal, it signalled the end of an nearly two-decade association with Nike, with whom Federer's trademark insignia has become synonymous with the company's tennis apparel.

The defending champion, top seed and favourite as he targets a ninth title, swept aside Dusan Lajovic in straight sets on Centre Court.

During his partnership with Nike Federer created the iconic "RF" logo, which is owned by the brand.

"The RF logo is with Nike, but it will come to me at some point", he added.

Lajovic shook off his early nerves to at least give Federer some practice in the second and third sets but the Serbian could do no better than past year when he also suffered a straight-sets defeat by the Swiss, that time in the second round.

"They are my initials. For now, I will be wearing Nike", he said.

But on Monday, Federer was spotted wearing an all white Uniqlo outfit during his first appearance at this year's Wimbledon tournament.

"I always have been very clear that it probably is one of the most emotional matches that I played in my career". The only logo on show was the purple Wimbledon members' badge pinned to his lapel.

Rafael Nadal, Novak Djokovic and Maria Sharapova begin their Wimbledon campaigns today in a bumper programme featuring wall-to-wall Grand Slam champions.

Uniqlo's current athlete lineup includes Japanese tennis player Kei Nishikori and Australian golfer Adam Scott.

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