After dropping the second set tiebreak to a resilient Roger Federer in the Wimbledon finals, Novak Djokovic issued a torrent of fury. Djokovic hurled a verbal tirade at his box in the stands — the kind of bilious raging rant that could be felt though TVs even if you hit the mute button. Sitting down to change his shirt, Djokovic grabbed his unbuttoned shirt collar with both hands and yanked ferociously at it, trying to tear it off (and with it the stink of the second set?).
The shirt didn’t give, no doubt delighting his sponsor Uniqlo. Uniqlo has been Djokovic’s sponsor throughout his remarkable rise — and Djokovic has remained loyal to the Japanese clothier, despite entreaties from Nike, Adidas and the like. The Uniqlo shirt — much like its chief endorser, Djokovic — didn’t give, wouldn’t break, didn’t tear. It may not be a moment Djokovic wants to relive, but Uniqlo shined through his fury.