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When it comes to men’s tennis, there is no one better, cooler and nicer than Roger Federer. A man of an insatiable appetite for winning (with a smile) and lover of beautiful watches, hit a fierce backhand when after 20-years of being a Nike guy, he switched to Uniqlo. He is getting $300 million to become the global brand ambassador for the budget-brand-from-Japan.

When I read that piece of news, I thought to myself — well, Nike, the cost of doing business is going to rise as it has to compete with non-traditional rivals. But for me, Federer for Uniqlo was a reminder — you can mix-and-match low-cost products (Uniqlo merino sweaters, for example) with high-end (or custom clothing) and create a unique look for yourself.

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Om Malik

Om Malik is a San Francisco based writer, photographer and investor. More....

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Letter from Om

A (nearly) daily dispatch about tech & future.

You will get my reporting, analysis, conversations, and curation of the essential information you need to make sense of the present future.

Check your inbox or spam folder to confirm your subscription.

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