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For upwards of two decades, Roger Federer had worn nothing but Nike clothing in a brand deal that had made the Swiss Star one of the richest athletes in the world. That all changed in 2018 when Federer played that year’s first round match at Wimbledon… wearing UNIQLO, a Japanese casual wear brand. While shocking at first, in retrospect has been seen as one of the most calculated and smartest business decisions ever undertaken by a single professional tennis player, the first step in a series of pivotal decisions that would in turn double his total career earnings past 1 billion dollars just three years later.

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