Emma Raducanu has left Nike and signed with a new clothing sponsor as Uniqlo announced they had brought the tennis star on board.
The British No 1 has worn Nike since she was a teenager and signed an extension with the sportswear giant after winning the US Open in 2021.
But the 22-year-old has now been announced by Uniqlo, the major Japanese clothing brand, as their newest global ambassador.
Uniqlo had initially teased the announcement on Monday morning UK time, saying they are “proud to welcome a new face” while posting a picture of a female tennis player from the side but excluding her face.
On Tuesday morning, they then confirmed it was indeed the Brit and posted an image of her in Uniqlo gear.
“Introducing Emma Raducanu, our newest Global Brand Ambassador and Britain’s top-ranked female tennis player,” the company wrote in a social media post.
“Emma will champion UNIQLO’s LifeWear philosophy, which is committed to pursuing excellence, making meaningful contributions to society, and empowering the next generation.”
Raducanu’s next tournament is scheduled to be Indian Wells at the start of March, where she will presumably debut her new look.
Roger Federer, the 20-time grand slam champion, also left long-time sponsor Nike to sign with Uniqlo in 2017.
But while the company also sponsored Novak Djokovic between 2012 and 2018, as well as Japanese star Kei Nishikori, they have become less visible in tennis in recent years.
Nike have also shifted their strategy, putting their resources into top talent such as Carlos Alcaraz, Jannik Sinner and Aryna Sabalenka, meaning it is harder for others to stand out.
Jack Draper, the British men’s No 1, switched from Nike to California-based lifestyle brand Vuori last season, explaining the move would help him forge his own “unique” identity.
