Japan's cheap chic clothing chain Uniqlo said Thursday it has signed a multi-year sponsorship deal with the Museum of Modern Art in New York amid an aggressive international expansion push.
Under the agreement the firm will sponsor a free admission programme from 4:00 pm to 8:00 pm every Friday from May 3.
The deal comes as the brand, operated by Fast Retailing, is aiming for a greater share of foreign markets after having enjoyed spectacular success at home.
Uniqlo already has a flagship store on the same New York street as MoMA, as well as operations in 13 nations and territories outside Japan, mostly in Asia.
"It is an honour 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," he said.
Uniqlo most recently enjoyed spectacular marketing success with Australian golfer Adam Scott, for whom Uniqlo became a major sponsor this month.
The golfer was wearing the brand's logo when he clinched a spectacular triumph in 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 a green winner's jacket.
Including the 1,990 yen ($20) shirt, Scott wore clothing with prices totaling 7,960 yen on that day, all from Uniqlo.