Nike commemorates Roger Federer's 8th Wimbledon title with 'Get Off My Lawn' spot

Nike has commemorated Roger Federer’s eighth Wimbledon title with the release of limited-edition products and a brazen new ad asserting his superiority.

The graceful Swiss clinched his 19th grand slam yesterday (16 July) at the All England Club after beating Croatia's Marin Cilic. The victory makes Federer the first male player in the history of the tournament to win eight times, with only Martina Navratilova holding more titles with nine Wimbledon championships to her name.

To mark the achievement of one of its biggest brand ambassadors Nike created a new 30-second ad titled ‘Ro8er’ with clips of the elegant 35-year-old in action.

In addition to the spot Nike has also released a limited number of all-white Oscillate Evolve RF shoes which pay homage to the shoes Tinker Hatfield designed in 1997. The footwear features a number 8 on the heal and will be available at NikeTown London and 21 Mercer.

Nike has also designed to commemorative T-shirts, one with the Ro8er logo, representing his record-breaking eighth title at SW19. The second celebrates Federer's 19th major and features an RF logo crest on the chest surrounded eight ivy leaves.

Federer is now the oldest man in the Open era to win the men’s singles title at Wimbledon and fourth place on the all-time list, behind Margaret Court (24), Serena Williams (23) and Steffi Graf (22).

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

All by Tony