This week, British tennis star Emma Raducanu left Nike to ink a multiyear deal with Japanese clothing brand Uniqlo, following in the footsteps of heavy-hitters like Roger Federer and Novak Djokovic. The move illustrates how athletes and smaller brands have more leverage than ever when it comes to sports apparel giants. Let’s dive in.
Emma Raducanu has officially been unveiled as UNIQLO’s newest Global Brand Ambassador.
“Introducing Emma Raducanu, our newest Global Brand Ambassador and Britain’s top-ranked female tennis player. Emma will champion UNIQLO’s LifeWear philosophy, which is committed to pursuing excellence, making meaningful contributions to society, and empowering the next generation,” the brand shared on Instagram.
Raducanu rose to global prominence in 2021 when she made history by winning the US Open as a qualifier, becoming the first player in the Open Era to claim a Grand Slam singles title after coming through qualifying.
In terms of titles, Raducanu has won:
- 1 Grand Slam singles title (US Open 2021)
- Multiple ITF titles earlier in her career during her rise through the professional ranks
Despite injuries that have interrupted parts of her career since her breakthrough, she remains one of the most recognisable figures in women’s tennis and continues to attract major global partnerships.
The UNIQLO announcement adds another major brand to her portfolio as she continues her return to the top level of the tour.