US Open 2014 hasn’t ended yet, but Uniqlo has the championship title in the bag. With 50 percent of Men’s Singles semifinal players wearing Uniqlo on the court, Uniqlo now rubs shoulders with other athletic brands like Nike, Adidas and Lacoste. Especially in Novak Djokovic and Kei Nishikori facing off in the US Open 2014 semifinal match, both players sponsored by Uniqlo, the Japanese company will get exposure like never before in NYC.

“It’s fantastic for us to have both of these stars battling each other while wearing our clothes,” Eriko Muteki, a spokeswoman for the brand, said according to Bloomberg News.

“It’s a dream match,” admitted the chairman, Tadashi Yanai.

Uniqlo achieved its LLC status in 2005 and has been growing ever since. While Uniqlo isn’t a household name like H&M, Forever 21 or Gap, it plans on taking over the retail industry by 2020.

Seeing that Uniqlo doesn’t sell sportswear in its retail shops, sponsoring athletes was an interesting move.

“I feel a natural connection with Uniqlo,” Novak Djokovic said in a statement after signing a five-year-deal in 2012. “To me, Uniqlo is not fast fashion, and it’s not sports wear. Uniqlo is the ultimate functional wear, which is exactly what I need.”

If anything, Uniqlo is getting a lot more exposure through this athletic endorsement. Seeing how it started its fleet of American stores in NYC, having two out of four players in the US Open 2014 semifinals is the natural next step.

Uniqlo sells high-technology basic wear that fits all body types. The brand has become unanimous with simple, but trend-following clothes that can transition from everyday wear to more formal occasions.

Seeing how Uniqlo is a deeply Japanese brand, one would think that it may give more support to Kei Nishikori, the first Japanese tennis player in 96 years to reach Grand Slam semifinals, but the brand took a more diplomatic approach. According to Bloomberg, it congratulated both players on its website in red banners.