Roger Federer’s agent Tony Godsick reveals the strategy behind Federer’s brand pivots, including his move from Nike to Uniqlo and his investment in On Running. These decisions reshaped Federer’s post-tennis identity and business legacy.
The end of a 24-year partnership
Roger Federer’s departure from Nike in 2018 marked a seismic shift in the tennis and sportswear world. After a 24-year relationship, Nike chose not to renew its deal with Federer, prompting his longtime agent Tony Godsick to explore new opportunities. On the podcast Served with Andy Roddick, Godsick explained the behind-the-scenes efforts to keep the Nike partnership alive.
“I chased Nike for 13 months trying to get them to renew,” said Godsick, who ultimately pivoted when the brand declined.
