Instead of having the traditional logo developed on his signature line for Nike Roger Federer decided to get a bit more personal with a monogram. The monogram he is now sporting on his line actually originated from one that he was using on his own bespoke apparel. In order to forge a more intimate connection with fans through his line he wanted to collaborate with Nike’s consumer apparel design team to create elements of this symbol that can be branded exclusively on his line. In a recent New York Post article he shared, “For me, it’s important that a fan can buy something that is related to me,” he said. “Like in soccer, you buy a shirt and it’s got somebody’s name on the back. That’s kind of a cool thing.”
Some may think the notion to have a monogrammed consumer product for a sports icon is a little insulated, but why let Nike have all of the fun with their “Swoosh?” As an accomplished global icon he is responsible for so much product placement and generated exposure for the brand. The window for athletes to make big money is rather small. And as we all know Nike will drop im in a heartbeat when he has one big slip -up. Why not?! I’d put my initials on it too… The key idea in all of this is that he positing his clothing beyond traditional athletic apparel and taking steps towards being renowned as a more of fashion brand. I think thats pretty cool for the big “RF”…
For the brands on and off the court,
Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com
Brand Strategy l Brand Design l Brand Development
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This is a classic NIKE move, in years past they reserve sub branding activation for only the finest athletes in the NIKE stable. Such as Jordan, Woods and now Federer. I think it adds cache to the RF brand in addition to consumer exclusivity for NIKE.
Personally, I don’t really care for the “RF” as much as the Jordan Jumpman logo but hey…to each there own.
The key to this branding exercise is limited exposer…Meaning save it for the best and brightest. NIKE has done a pretty good job of preserving the exclusivity.
Taj Tashombe
IMPRESARIO
the sui generis group