Clothing chain Uniqlo said Thursday it had signed a multiyear sponsorship deal with the Museum of Modern Art in New York amid an aggressive international expansion push.
Under the agreement, the company will sponsor a free admission program from 4 p.m. to 8 p.m. each Friday, starting May 3.
The deal comes as the brand, operated by Fast Retailing, is aiming to grab a greater share of foreign markets after enjoying spectacular success at home. It already operates in 13 nations and territories outside Japan, mostly in Asia.
Uniqlo’s flagship store is also on the same street as MoMA.
“It is an honor for us to be neighbors with MoMA on 53rd Street, such a prestigious and central location,” Tadashi Yanai, chairman and president of Fast Retailing, said in a statement. “I hope that together we can grow and deepen our relationships with the general public.”
Uniqlo’s most recent marketing coup was achieved with Australian golfer Adam Scott, who became a Uniqlo-sponsored athlete earlier this month.
The golfer was wearing the brand’s logo when he clinched the Masters last weekend.
Uniqlo had asked the golfer to wear a white polo shirt on the final day of the tournament to go with the green winner’s jacket.
Including the ¥1,990 ($20) shirt, Scott wore Uniqlo apparel worth a total of ¥7,960 that day.