Are you one of those dudes who has succumbed to wearing Uniqlo everything, everyday? It's hard to resist their affordable yet aesthetic goods, no matter how many times you wind up wearing the same button down as a colleague. And then you step out at night in one of their polo shirts and, yup, here comes one of your bros shod in the same thing as well (“Bro, sale eh no?”).
There is one area where the Japanese brand's appeal takes a dive though: sportswear. Have you ever bought Uniqlo gear for that purpose? First, have a look at these three pieces:
A great price for functional gear (Airism is magic, fam), but you probably won't see these during a pick-up game—and we think this is where Uniqlo's basic design language becomes a negative. Their stuff isn''t top of mind when shopping for sporting wear because we don't want generic attire while we dogpile foreign opponents! We want logos! We want technical-looking features that scream “SPORTS!” To be honest, the only people who rock Uniqlo active wear on the regular seem to be dads and mall titos but it looks like they're slowly getting on track to change that.
First up, signing tennis god Roger Federer to a $300 million 10-year endorsement.
Tennis isn't too popular locally, but getting a top athlete from the swoosh to rep their brand is a sign that Uniqlo is making some power moves toward your gameday outfit choices. Attaching a famous athlete to the brand is a good start. And with how their goods have silently become first option for everything from our denim to our briefs, it's probably only a matter of time until we start balling in jerseys with that iconic red seal.