Roger Federer: from ‘The Last 12 Days’ to the new life beyond professionalism

Roger Federer is not just any name in the world of tennis. He is an icon who has redefined the sport with his elegance, impeccable technique, and sportsmanship. Starting from the courts of Basel, Federer has won 20 Grand Slam titles during his career, becoming one of the most decorated tennis players ever. His ability to combine firmness and class, both on and off the court, has made him a role model not only for athletes but also for fashion, lifestyle, and pop culture enthusiasts. In short, the Swiss has precisely embodied a model of a tennis player, which has consequently led many brands to want to be associated with his figure.

On June 20, Federer supporters - and tennis fans in general - will have the unique opportunity to get a behind-the-scenes look at the champion’s life through the viewing of the documentary The Last 12 Days, distributed by Amazon Prime Video. The project promises to offer an intimate view of the final days of his competitive career, up to the historic doubles match played at the Laver Cup alongside his eternal rival and friend Rafael Nadal. It will showcase footage that the Swiss superstar recorded with the help of a crew, imbued with the fragility and emotion characteristic of the final stages of a journey lasting over twenty years.

Federer, however, is not the only big name involved in the production. Also prestigious is the direction of this "human journey" - as Federer has defined it - by Asif Kapadia, a giant in the genre, already celebrated for documentaries on Ayrton Senna, Diego Armando Maradona, and Amy Winehouse. Kapadia thus found himself creating a unique blend, merging the epilogue of one of the most fascinating and celebrated tennis stories ever, with those of other legends who shared the stage with Federer, such as Nadal, Djokovic, and Murray. Even at the dawn of his life beyond professional tennis, Federer’s figure has maintained its magnetic appeal, ensuring a bright future even now that his award-winning tennis career has come to an end. His values, as a person and as an athlete, give him a central role in the world of sponsorships and advertising campaigns. Even today, high-profile brands like Rolex, Moët & Chandon, On, Uniqlo with JW Anderson, and Wilson, continue collaborations that highlight not only his sporting success but also his effortless style, making him a perfect ambassador for these brands and a guarantee of visibility and success for the campaigns he has participated in.

A significant example is the partnership with Uniqlo that began in 2018, which has seen Federer become the face of many collections, sharing his distinctive sense of style with fans worldwide. Recently, his participation in one of the most ambitious campaigns of recent years, that of Louis Vuitton, has also captured attention. After already bringing together Messi and Cristiano Ronaldo in November 2022, the French fashion house has recently released the new chapter of the Core Values Campaign, featuring the leading figures of the famous rivalry that has marked the last two decades of global sport, Federer and Nadal, dominating the scene in the Dolomites, shot by the iconic photographer Annie Leibovitz.

The legend of Roger Federer has therefore not dimmed with his retirement; on the contrary, it has continued to shine and inspire, confirming him as one of the most influential figures the sports world has ever known. His philanthropic work, through the Roger Federer Foundation, which is dedicated to improving education for children in developing countries, represents another aspect of his lasting legacy, a beacon in the world of sport and beyond, an example of how sporting greatness can transform into a positive and inspiring force in society.