Early birds who flocked to H&M at SM Makati two weeks ago were given a special treat. Waiting for them at the entrance was top tennis player Tomas Berdych, who was there to inaugurate the retail giant’s third store in the metro (the week before it opened its second outlet at Robinsons Magnolia).

Berdych, ranked number seven in the World ATP rankings, is the brand’s sole sports endorser. The Czech-born tennis star’s store visit, which included a press conference and a meet and greet session, dovetailed with Berdych’s stint in the Manila leg of the International Premier Tennis League.

Tomas Berdych

Berdych put H&M on the sports apparel map when he agreed to collaborate with the Swedish brand in 2013. It was H&M’s first foray into sports apparel. But thanks to creative designs and materials not usually found on other tennis kits, the brand has taken off among followers of sports fashion.

“Now fans are looking forward to what I‘ll be wearing,” says Berdych during an exclusive interview.

“I think fashion is getting more and more important in the tennis world. Every player has his own personality,” he says.

Berdych works closely with H&M designers to come up with his kits, he says. This includes the set that took Roland Garros courts by storm earlier this year.

Flowers on the clay court

In May 2014, Chris Chase of USA Today said, “If you’ve ever looked at flowers, a bandana and the back of a playing card and thought combining all three might make for a cool shirt, then you’ll love the new H&M look being sported by Tomas Berdych at the French Open.”

Chase was referring to Berdych’s floral kit at the French Open. The kit is, in fact, the tennis player’s favorite. The florals were launched in Paris, he said, because fashion is very big in France.

Match points

The new Tomas Berdych for H&M collection includes active separates with bold graphics. The color palette includes orange, blue, black and gray. Berdych’s favorite is a black and orange shirt that changes color depending on the body’s temperature.

“My collaboration with H&M is a great example of ideal team communication. As an athlete doing an individual sport, I enjoy the team spirit and results. Working closely with H&M designers on the collection is something that is very fulfilling,” said Berdych.

As a tennis player, Berdych requires his kits to be fashionable and functional. He looks for breathable and fast-drying fabrics.

SM Makati is H&M’s third store in the Philippines and is the flagship of the retail chain’s Home collection (which includes pretty throw pillows, artistic vases and wildlife-inspired beddings.

H&M also recently opened at The Block, SM North Edsa and launched H&M+ for plus-sized women. Another branch at Robinsons Place Manila will open before Christmas.