It’s the kind of tournament tennis fans hoped would never come. The legendary Rafael Nadal is gearing up to bid adieu to the sport as the Davis Cup Finals kick off on November 19. With emotions running high, fans and tennis enthusiasts are preparing to honor the iconic career of the Spanish maestro. Among the many heartfelt tributes pouring in, one stands out—a unique and deeply personal homage from none other than Nike, the brand that has been synonymous with Rafa’s journey. But as we celebrate Nadal’s farewell, it raises an intriguing question: could Roger Federer, another towering figure in tennis, have received an even grander send-off had he made different choices about his brand deals?

The former Swiss tennis sensation joined forces with Nike in 1995 and enjoyed a 23-year-long partnership with the company until 2018. Reportedly, Nike was offering $10 Million to Federer a year, which did not align well with his aspirations and he desired to engage in a new partnership. Federer eventually collaborated with the Japanese clothing chain Uniqlo for a 10-year $300 Million deal in the same year that would extend up to 2028. And even after the retirement of the tennis great, he has continued to enjoy some collaborative efforts as evidenced by several campaigns organized by the brand. 

Federer participated in the Around the World with Roger Federer campaign and the LifeWear campaign highlighting the strength of their bond. The brand has continued to express its desire to bring about a positive impact globally alongside Federer. But interestingly, when it comes to tribute on retirement, Federer might still regret parting ways with Nike, especially after the grand tribute that the company is paying to Rafael Nadal. 

For the unversed, Nike has planned several activities for the Spanish great on his retirement. One of these activities included erecting a 10-metre-high image of Rafa in the Trocadero square in Paris. The company, which shares a bond of 25 years with Nadal after signing a deal with him when he was just 13. In 2008, Rafa signed another 10-year extension with the company for $10 million per year which was further extended for 5 years in 2023. And this bond is well reflected in the video message released by the fashionwear giant. 

In a 60-second greatness video, Nike has gone even further by stating, “No one has done more for his sport. He has given everything on the court every time he stepped out to play.” Nike also celebrated the legacy of the tennis legend through a brand film, which is narrated by Nike Co-founder and Chairman emeritus, Phil Knight. 

“Rafa has been the perfect representative for the brand,” Knight said. “He’s embodied our mentality to never give up and is maybe the most ferocious competitor that’s ever lived,” he added, as per the press release from Nike on its official website. Nike’s tribute to Rafa did not end there. 

Nike also changed its official logo to Nadal’s iconic raging bull, expressing the high regard of the company for the tennis giant.  It also hosted a Black Friday Early Access sale that has resulted in major discounts for Nadal’s signature apparel and footwear collection. Such a tribute to the Spaniard makes many ponder that even Federer could have witnessed such a situation as a farewell in the Laver’s Cup of 2022, had he not parted ways with the brand. However, splitting with Federer did not help Nike gain any appreciation and has been criticized even to date by many, including the former director of the brand Mike Nakajima.

When Nike’s ex-director lashed out at the brand for ‘atrocity’ against Roger Federer

Nike is known for its strong line-up of athletes and its lucrative deals with them. However, when it decided to let go of Roger Federer in 2018, many analysts claimed it to be a bizarre and unexpected move. Joining similar voices was none other than former director of the brand itself, Mike Nakajima, whose disappointment was expressed in the book titled, The Roger Federer Effect by Simon Cambers and Simon Graf.

Per the book, Nakajima lashed out at the brand saying, “That should never have happened. For us to let somebody like that go, it’s an atrocity. Roger Federer belonged with Nike for the rest of his career. Just like Michael Jordan. Like LeBron James, like Tiger Woods. He’s right up there with the all-time greatest Nike athletes ever. It wasn’t my decision and I wasn’t there for it. Roger is going to be fine.” Continuing further, he went on to side with Federer over his decision.

“I probably would have done the same thing if I were in the same boat. Nike is still selling millions and millions of pairs of Jordans. When was the last time Michael played? It’s been many, many years. They could have done the same thing for Roger. For years to come, they could have created shoes with an RF logo.” But now, time has evolved. What remains to be seen is whether Roger Federer will be present in Malaga as Nadal hits the court yet again, for one last tournament of his legendary career.