See Nike’s Irreverent Ad Congratulating Roger Federer on His 8th Wimbledon Title

Spot aired right after his victory Sunday

Headshot of Tim Nudd

Nike’s marketing playbook regularly includes congratulatory ads for individual athletes as well as sports franchises on the occasion of a milestone victory. We saw it with the Chicago Cubs last fall, and with Kevin Durant of the Golden State Warriors last month. On Sunday, it was Roger Federer’s turn.

The Swiss tennis star added to his legend with his eighth men’s single titles at Wimbledon, eclipsing the previous record of seven held by Pete Sampras and William Renshaw. (It was also Federer’s 19th major championship overall.) And Nike, as usual, was quick to salute its endorser by airing the 30-second spot below right after the victory.

The ad is dripping with attitude—mirroring the ruthless confidence, if not the actual, famously sportsmanlike demeanor—of tennis’ greatest ever player. (It also fit well with the 35-year-old’s dominating performance on Sunday in particular.) And then there’s the cute typographical flourish incorporating the number 8 into Roger’s name at the end.

The ad, by Wieden + Kennedy, is the most notable congrats spot at Wimbledon since 2013, when BBH London and juice brand Robinsons honored Andy Murray after he ended the 77-year drought between British male singles champions.

Nike is also making a product play around Federer’s eighth Wimbledon victory and 19th major. It’s releasing a limited number of all-white NikeLab Oscillate Evolve RF shoes, customized with a laser-etched 8 on the heel, as well as two commemorative T-shirts—one with the Ro8er logo, and another with RF logo surrounded by eight ivy leaves and “Federer 19” on the back.

The “Ro8er” spot comes a month after another tribute ad from Nike and W+K called “The Roger Effect,” celebrating Federer’s career and his effect on the tennis world. See that spot below.


@nudd Tim Nudd is a former creative editor of Adweek.