Roger Federer became the oldest tennis player to hold the number one spot on ATP rankings at the age of 36.
One of the most stunning late-career runs witnessed in any sport has seen Federer put together a sustained spell of brilliance few believed was possible when he missed half of the 2016 season with knee and back problems.
His 4-6 6-1 6-1 victory over Dutchman Robin Haase in the quarter-finals of the ABN AMRO tournament in Rotterdam guaranteed that the Swiss would rise to number one for the fourth time in his career.
To celebrate this achievement, many brands that support and sponsor Federer came up with advertisements to pay tribute to the man who is now part of the 'all-time-greats-of-any-sports' club.
Watch brand Rolex, automobile brand Mercedez-Benz, food brands Lindt and Barilla also rejoiced over the success of the Swiss marvel.
But Nike, who pay $10 million per year to the Swiss player, have come up with possibly the best ad to pay tribute to GOAT Federer.
The visual has a background of Tennis net. A ball crosses the court as the ad changes the on-screen caption with every stroke.
We hear players grunt and crowd cheer as the words on screen first display comments with negative notes about Federer.
Federer: should stop, should quit while he's ahead, should be too slow, should be too tired, should be too old to be #1, should be history.
Later the tone shifts to show Federer's determination that won him 20 Grandslams.
Federer is too busy making it.
Federer first became world number one in 2004 when he beat Juan Carlos Ferrero in the semi-final of the Australian Open before going on to take the title.
Fourteen years after he first achieved it, this one felt extra special, said the 20-times grand slam champion at Rotterdam.
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 "Roger Federer")
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