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.
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Lovren, whose nation are into the semi-finals for the first time since 1998, said Croatia could play with freedom. They have not advanced to the Final since 1966, when they won it all.
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.
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My view is that Southgate has managed to transfer some of this intelligent playing learnt from Venables to his current young team. England face Croatia tonight with the winners facing France in Sunday's final.
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.
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In addition, Cintron is alleging that he only received pay increases on two occasions in the past 15 years. According to the complaint, Cintron was not compensated for work he performed on holidays and vacations.