Emma Raducanu has ended her partnership with Nike and signed a global brand ambassador deal with Japanese apparel retailer Uniqlo, the company announced Tuesday. The British number one will debut the Uniqlo brand at next month’s Indian Wells Masters 1000 tournament in California.
The 23-year-old Raducanu, the 2021 US Open champion, had been a Nike athlete since she was 15, extending the partnership after her Grand Slam victory. The move to Uniqlo mirrors a similar decision made by Roger Federer in 2018, when he as well switched from Nike to the Japanese brand.
Under the terms of the deal, Raducanu will not only wear Uniqlo apparel on court but will also collaborate with the brand on community programs and promote its LifeWear philosophy. This philosophy, according to Uniqlo, emphasizes “pursuing excellence, making meaningful contributions to society, and empowering the next generation.”
Podcaster Craig Shapiro reported the annual value of the Uniqlo deal to be US$3.5 million, with additional performance-based bonuses. This represents a significant commercial partnership for the young tennis star.
Uniqlo has a history of sponsoring prominent tennis players, including Novak Djokovic and Kei Nishikori, though its presence in the sport has been less visible in recent years. The brand also sponsors wheelchair tennis players Shingo Kunieda and Gordon Reid.
Raducanu’s departure from Nike is part of a wider trend of players leaving the sportswear giant. Jack Draper, Frances Tiafoe, and Taylor Fritz have also recently moved to other brands. Nike, yet, continues to sponsor a strong roster of players, including Carlos Alcaraz, Jannik Sinner, and Aryna Sabalenka.
“I am very pleased to join Uniqlo and to work closely with its amazing team of global brand ambassadors,” Raducanu said in a statement released by Uniqlo. “Uniqlo and I share many values and perspectives on life, culture, and society. I am excited to promote LifeWear through my tennis career, and to working with everybody at Uniqlo to inspire and engage young people everywhere.”
Vodafone ended its sponsorship deal with Raducanu last year, a partnership that was annually worth UK£3 million (US$4.05 million), according to reports.
