Moët & Chandon is the latest luxury brand to sign Roger Federer as their ambassador. What does he have that they all want? Laura Archer meets him in Dubai to find out
By Laura Archer
When it comes to putting on a show, Dubai knows how to pull out all the stops. Its “more is more” mantra has made it a city of superlatives—the biggest this, the tallest that, a ski slope in the desert, islands fanning out like palm fronds in the Arabian Gulf—and now it rises again, phoenix-like, out of the flames of a global recession with yet more new hotel openings planned for this year.
Nothing is too excessive for this Emirate, and on a surprisingly stormy December morning at the top of the Bhurj Khalifa (the world’s tallest building, as if you had to ask), it throws in a lightning storm for good measure, just to ratchet up the wow-factor a few extra notches. But the extraordinary views—all swirling clouds, apocalyptic rumbles of thunder and dystopian skyline—that are captivating the world’s press, assembled here for the unveiling of Moët & Chandon’s new global brand ambassador, are suddenly forgotten as Roger Federer walks into the room.
Click the link to read the entire article which includes several quotes from Milton Pedraza, CEO of Luxury Institute: http://www.spherelife.com/courting-roger/