Federer eyes success in new fashion game
LONDON: It’s not often that any tennis player can manage to upstage Serena Williams when it comes to fashion, but at Wimbledon Roger Federer did just that, provoking the kind of social media meltdown usually reserved for a cat suit on court.
The reverberations of his decision to trade his Nike swoosh for a Uniqlo red square reached all the way to the gilded rooms of the Paris couture, where I was when it happened.
Ever since, as Federer has progressed through the tournament with his signature efficient grace, and eyes have adjusted to the new look, much has been written about the money involved ($300 million, reportedly); the length of the contract (10 years, ditto); and the other potential reasons for the change after more than two decades.
But as the grass has settled on center court, I have not been able to stop wondering about the real impact of this decision on the sports/fashion nexus — a relationship getting the status of the Hollywood/fashion nexus.
Because in choosing Uniqlo, Federer is effectively creating a new paradigm for a post-technical sports brand adventure. Could he become the Jessica Simpson of menswear? Don’t laugh. Simpson is the most successful celebrity-with-an-accessible-fashion-line.
Certainly, the length of the Uniqlo contract, which will take Federer well into his mid-40s, implies something similar.
Traditionally, being associated with such clothes has not been the fantasy of elite athletes. Though he won’t get to hoist the Wimbledon trophy on Sunday, Federer may be about to change the game once again.
CONTRASTING FORTUNES
It was a day when nothing went right for the England team.
The England openers, Jonny Bairstow and Jason Roy put the new ball bowlers under pressure with a whirlwind 73-run partnership in 10.2 overs.
But Kuldeep came up with a repeat show of his opening act in the Twenty20 series at Old Trafford — where he got five wickets — to again terrorise the batsmen with his bag of tricks to claim a six-wicket haul (10-0-25-6).
It was an embarrassing batting effort from Eoin Morgan’s men with only Jos Buttler shining. Once he was out for 53, the rest of the innings caved in.
Perhaps the best example of England’s struggles was Ben Stokes’ innings. The dashing all-rounder scored his slowest
POOR RESPONSE
In stark contrast to India’s inspired bowling effort, the England players bowled like profligate billionaires, allowing India an easy start to their innings. Shikhar Dhawan threw it away when he needlessly gave the charge to spinner Moeen Ali to be out for 40 (27 balls), but, Rohit and Virat capitalised, exhibiting the full range of their strokes.
SCINTILLATING SHOW
The Nottingham crowd had come in droves in the hope of witnessing a batting feast after England’s world record feat in their last game here, against Australia, a few weeks ago. Instead, they were treated to a scintillating show of subcontinental spin.
Leg-spin, sliders and googlies at different speeds and trajectories were all on display as Kuldeep mesmerised the batsmen.
BATTING CONDITIONS
The track was a batting beauty as seen when Bairstow and Roy raced to 71 for no loss in 10 overs. But that was till the fun lasted.
When Virat Kohli rested Kuldeep at Bristol for the final T20, it was obvious the captain wanted to shield his main weapon against the smaller, straight boundaries. India wanted to retain the psychological advantage their spinner held over the England batsmen, and the strategy paid off. On Thursday, there was no holding back as Kohli unleashed Kuldeep immediately after the first powerplay, and the bowler ran through the line-up in four equally effective spells.