An appreciation of Roger Federer’s new Uniqlo-sponsored press conference dad style

After more than a decade of Nike sponsorship, Roger Federer shocked the tennis world (and shocked isn’t really an understatement here) by declining to re-sign with the most recognizable sports apparel company in the world when his contract ended. Instead, after a few months not officially signed by anyone, and seemingly contemplating his next step, Federer showed up to Wimbledon in full Uniqlo regalia.

While he remains with Nike for his shoes, the Uniqlo partnership indicated a new era for Federer as he confronts the end of his career and looks to keep his brand just as strong in retirement as it is right now (read, establish more of a foothold Asian markets and branch out into other styles of clothing.)

While it was a business decision on his part, Federer’s switch to Uniqlo also gave us something quite beautiful. It brought the advent Full Dad Federer at post-match press conferences.

Usually, tennis players arrive to post-match pressers clad in some version of what they wore on the court. Top players rock a long sleeve half-zip in the same colors as their custom-designed tournament outfit, or a fresh tank top with their sponsors’ logo splashed across the front. For on-camera media hits, players might still be in their match wear or have changed into something similar but clean to make sure a sponsor is getting all of the camera time possible. Federer still has to do that, that is how sponsorships work after all, but now that he’s with Uniqlo he has the option of wearing any of their clothing to his media appearances and pressers.

Now, Federer has been the Most Dad player on tour for a while now. His 2016 knee surgery stemmed from getting up weirdly while giving his twin daughters a bath, not anything that happened on a court. He’s goofy-but-not-funny in that way that almost-cool dads are and the way he gets frustrated about his constant inability to correctly use tennis’ challenge system is identical to the way your dad gets mad when the weed whacker won’t start right after he got it back from the repairman.

So it’s only right that his new sponsorship allows to be Full Dad as soon as he steps off the court. Here’s what Federer wore to his first three post-march press conferences during last year’s US Open.

Nike golf shirt, weird rain coat thing and a Nike hat, preppy Nike zip-up with a collar that screams “we need to talk about the clubhouse attendant about the quality of towels in spa.” Because he’s one of the best players in the world, Federer did get the benefit of Nike designing somewhat towards his personality and personal style. But at the end of the day, it’s still Nike.

A year later, freed from the prescribed athleticism and sweat-wicking qualities of Nike’s available tennis clothing, this is what Federer is wearing to press availability and media appearances.

That’s a straight up white polo shirt without a hint of a logo. This is the professional athlete equivalent of going to Banana Republic and buying six of the same shirt in different colors because they’re comfortable and you can wear them to parent-teacher meetings and barbecues of friends you don’t like that much but your wife makes you go anyway because “everyone in the neighborhood will be there.”

Let’s take a look at the bottom half.

He’s so comfortable. You can tell through the screen that he is so incredibly comfortable. Just strollin’ up to his media commitments with the swagger of someone who is in his natural habitat of “clothes you wear to the office when you have a 4:05 tee time you won’t have time to change before but you don’t want anyone to know you’re sneaking out for it.”

Fed took it even further after his second round match.

HE WENT FULL BLAZER. He’s one foot out the door and at his favorite midtown steakhouse in that blazer. He’s deciding whether the light blue tie or the green patterned tie is the better option in that blazer. He’s remembering how good last night’s sushi was in that blazer, but pondering whether he should have paired it with a crisper wine and figuring out if he and Mirka can get a babysitter tonight so he can go test that theory.

Seeing Federer getting to wear normal clothes off the court is like seeing somebody finally get glasses after 20 years of not knowing their eyesight was just a little off. It’s watching a lion hunt on the plains versus a nature reserve.

Federer’s Dad Flag is flying higher than ever before. He’s free to go Full Dad as soon as he heads to the locker room. Now I need this trend to continue all the way to the final, where he will win another major and promptly change into khakis and a nice cashmere sweater for the trophy ceremony.