On 12 May global apparel retailer UNIQLO launched a new integrated campaign promoting its Spring collection called ‘LifeWear: Made for All’ fronted by brand ambassador Roger Federer along with a team of sports stars as well as New York-based artist Futura and fashion designer Christophe Lemaire.
The campaign launched on 12 May and runs through mid-July on the company’s website as well as its social media sites.
The ‘LifeWear: Made for All’ campaign was spearheaded by a short film conceived by Uniqlo President of Global Creative John Jay which focuses on the idea of creating apparel and athleisurewear for everyone in every situation.
As well as Federer, the hero film also features Sweden’s table-tennis champion Anna-Carin Ahlquis, Swedish Greco-Roman Olympic wrestler Alex Kessidis, founder of New York’s ‘Street Soccer USA’ Lawrence Cann, the CNSAS Alpine Rescue Team from Milan, plus Uniqlo Europe’s director of sustainability Maria Samoto Ledous, Milan store employee Djiba Kourapuma and Anne Derycke of SAMU Social de Paris.
It features personal, insightful interviews with tennis legend Federer, ping-pong champ Ahlquist and other ambassador and employee voices from around the world.
“LifeWear’s mission goes beyond creating quality clothing,” said Federer in the campaign PR statement. “It’s about improving the lives of all people all around the world.”
As well as the hero film, the campaign’s social content aims to drive viewers to the UNIQLO LifeWear website at www.uniqlo.com/feature/lifewearstories/au/ customers can hear individual stories about what LifeWear means to UNIQLO employees and friends. Here the company shares how LifeWear has global relevance from a spirited NYC street soccer game to the dedication of a volunteer Milanese Alpine rescue team.
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UNIQLO USA CEO Daisuke Tsukagoshi commented that in creating the campaign the company wanted to articulate the meaning of its ‘LifeWear Philosophy’.
A self-described practical philosophy underscores how Uniqlo views the world, and LifeWear guides the company in everything it does: from creating thoughtful, life-improving clothing to its efforts around sustainability and community engagement. The idea is rooted in the belief that rational and excellent design, plus the best in modern production techniques, creates perfect high-quality and affordable clothing that meets the needs of everyone’s daily lifestyles.
The campaign followed hot on the heels of Federer’s recent ‘No Drama’ campaign (with Robert De Niro) promoting Switzerland Tourism.
The tennis star’s work with his home country’s tourist body sees all income earned donated to the Federer Foundation.
— Roger Federer (@rogerfederer) May 4, 2021
did you call Tom Hanks Roger?
— shravani (@peRFectfangirl8) May 4, 2021
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