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Switzerland's Roger Federer celebrates after beating Serbia's Dusan Lajovic on the first day of the 2018 Wimbledon Championships in Wimbledon, southwest London, on July 2, 2018.

Serena Williams hailed what Roger Federer had achieved during his time as a Nike athlete and is convinced that the Swiss will prove to be a major asset for Japanese clothing brand Uniqlo.

Reports earlier this month suggested that the 36-year-old was preparing to end his career-long association with Nike in favour of a ten-year deal with Uniqlo after seeing his deal with the USA sportswear brand expire in March.

But it was only delaying the inevitable as Federer, embarking on his 20th Wimbledon campaign, finished off surely one of his shortest matches with a 6-1 6-3 6-4 victory taking just one hour and 19 minutes.

ESPN reports that Federer's deal with Uniqlo is worth more than $300 million guaranteed over 10 years. Nike also still owns the "RF" logo.

The 36-year-old, whose longtime apparel deal with Nike expired in March, walked onto Centre Court sporting the red and white square logo of the Japanese brand Uniqlo on his jacket, shirt, headband and socks.

"I think it varies from place to place that you spend your time in". But the good news is that it will come with me at one point. "They are mine. The good thing is it's not theirs forever".

The top seed, however, hopes to retain some ties with Nike as he was still wearing the swoosh-marked footwear on Monday, since Uniqlo does not manufacture shoes. The deal also has a clause that says the Federer will continue to get the money even if he doesn't play.

"This week was very much for me just to recover, come in fresh for tomorrow [Monday]".

Federer will be the biggest tennis player to partner with Uniqlo, who were the apparel sponsors of Novak Djokovic till 2017, after which he switched to Lacoste.