Federer's $408m change leaves fans in a spin

Roger Federer opened his Wimbledon account in familiar fashion but it was one very noticeable difference that sent social media into a frenzy.

The eight-time champion shrugged off 30-degree heat to breeze into the Wimbledon second round on the opening day of competition.

Federer, the defending champion and seeking a 21st major, marked the start of his 20th successive Wimbledon with a new look and a comfortable 6-1, 6-3, 6-4 win over Serbia’s Dusan Lajovic.

And it was this new look in particular that created more headlines than the Swiss ace’s display against his Serbian opponent.

Federer’s new look at Wimbledon sent fans into a spin. Pic: Getty

The top seed marched out on Centre Court dressed for the first time in gear designed by Japanese giant Uniqlo.

While it may not seem like a big deal, it signalled the end of an almost two-decade association with Nike, with whom Federer’s trademark insignia has become synonymous with the company’s tennis apparel.

Federer’s deal with Uniqlo is reported to be worth some $US300 million ($A408m) over ten years.

Many fans watching the Swiss maestro on court, however, simply couldn’t come to terms with the fact he was no longer kitted out in Nike gear.

Everything else was familiar for the Swiss star who cruised past world number 57 Lajovic in just 79 minutes.

It was the second successive year that Federer had knocked out the Serb at Wimbledon.

“I’m very happy, I felt good from the start too which was nice and that was not the case last year against him. I remember I struggled early on a lot,” said Federer.

After just 20 minutes to complete the first set, Federer went on to fire 35 winners past Lajovic, breaking serve five times, setting up a second round encounter against Lukas Lacko of Slovakia.

With agencies