“Fast Retailing, the Japanese company behind the clothing brand Uniqlo, is “the second-largest apparel maker by market value” behind the Spanish company Zara. In 2015, the operating profits of Uniqlo Japan alone experienced a 10.3 percent growth. In 2018, the firm’s shares “surged more than 75 percent over the past year,” and the wealth of the company’s CEO, Tadashi Yanai, had reached $25.4 billion—double the amount in 2016. All this was due to “steady expansion in overseas markets and endorsement deals with tennis star Roger Federer and golfer Adam Scott.” Uniqlo indeed has great ambitions, positioning itself as an “influential player in the fashion industry,” face to face with its established European competitors.”