W hen Roger Federer first won Wimbledon in 2003, he was a goofy Metallica-loving kid with a glorious game. It was the beauty of that game, the dashing ease of it, that the advertisers latched on to, that led to the creation of ‘Roger Federer’, the tennis champion who alighted from his soft-top Mercedes onto Centre Court, shucked off his cardigan and his Rolex and sliced some hapless plebeian opponent to ribbons, barely pausing to say “en garde”..