In women's play, U.S. Open champion Sloane Stephens became the first contender to go out as she lost 6-1, 6-3 to Donna Vekic of Croatia.
Lajovic had held serve in the opening game but Federer reeled off the next nine games to take charge of the rest of the match. Federer had continued to wear Nike without a deal, but for his opening news conference at Wimbledon, he wore an unbranded jacket.
Nike said in a regulatory filing a year ago that "investments in endorsements by high-profile athletes, sports teams and leagues" helped drive sales up 6% to $34.4 billion.
Novichok nerve agent victim regains consciousness
Sturgess and Charlie Rowley reportedly fell ill after coming into contact with Novichok on June 30, and Sturgess died days later. Salisbury District Hospital said yesterday that Charlie was now conscious but "not out of the woods yet" .
Like past year, Federer opted to skip the entire clay court season to be fresh for a grass court campaign and another run at Wimbledon, and it looks like the move may have paid dividends. Nike's rights to the logo are not eternal, though, and they will return to Federer within "the next few years" per Christopher Clarey of the New York Times.
Three-time victor Novak Djokovic, meanwhile, is still struggling with form and confidence so badly bruised by the elbow injury he suffered at Wimbledon 12 months ago. The tennis superstar was seen wearing head-to-toe Uniqlo apparel when he took the court for his first match at Wimbledon on Monday morning. "After his match, Federer said Nike still owns his signature 'RF" mark, but he expects it to be transferred to him "at some point".
"I think the way I play maybe also; I don't play so many rallies".
The top seed stepped out onto Centre Court for his match against Serbian world No 58 Lajovic in a Uniqlo-branded outfit, signalling an end to his long-term association with Nike.
Raptors 'Generate Buzz' As Possible Trade Spot For Kawhi Leonard
Leonard played in only nine games in 2017-18, scoring 16.2 points a night, well below his average of 25.5 in 2016-17. In fact, the Sixers reportedly are the only Eastern Conference team that Leonard has any interest in playing for.
Roger Federer begins his quest for a record-extending ninth Wimbledon title as the grass-court tournament looks set to start in glorious sunshine at the All-England Club.
Cilic, who reached the final at the All England Club past year, defeated Novak Djokovic in last month's Queen's final in the build-up to Wimbledon 2018.
Later today, Serena Williams tackles Dutch outsider Arantxa Rus on Court One.
How a US-China trade war could hurt us all
China has imposed tariffs of 25 percent on hundreds of American products in retaliation for USA duties on Chinese goods. Trump imposed tariffs of 25 percent on steel imports and 10 percent on imported aluminum from several countries.