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.