British Star Leaves Nike for Japanese Apparel Giant

Emma Raducanu, 23 years old and ranked 25th in the WTA, has left Nike to become a global ambassador for Uniqlo, effective immediately. This marks a significant shift for the 2021 US Open champion.

Raducanu is the first woman to hold this role within the company. She joins a prestigious roster of Uniqlo ambassadors that includes tennis legends Roger Federer and Kei Nishikori, as well as Ayumu Hirano (snowboard) and golfer Adam Scott.

A History with Nike

Raducanu initially signed with Nike three years before her breakthrough US Open victory in 2021, when she won the title as an 18-year-old qualifier. Her departure follows a trend of other tennis players leaving Nike in recent years, including Jack Draper, who switched to Vuori in August.

Uniqlo’s Teaser and Raducanu’s Role

The switch had been anticipated since late 2025. Uniqlo teased the announcement on Monday with a post featuring a silhouette of a female tennis player and the caption: We’re proud to welcome a new face.

Raducanu will play an active role in designing her on-court apparel and will participate in community-engagement activities worldwide, mirroring the involvement of Federer and actress Cate Blanchett.

Raducanu’s Appeal and Other Endorsements

Raducanu’s appeal extends beyond the court, particularly in the Asian market, due to her Chinese heritage – her mother, Renee Zhai, is Chinese and she speaks Mandarin fluently.

Beyond Uniqlo, Raducanu currently has endorsement deals with Evian, British Airways, Vodafone, Tiffany & Co., Christian Dior, Wilson (racquets), and HSBC.

Recent Coaching Change

Raducanu stopped working at the end of January with the Spanish Francis Roig, who was his eighth coach in five years.

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She recently lost the final in Cluj-Napoca, her first final since winning the US Open.

FAQ

What other tennis players have been sponsored by Uniqlo?

Roger Federer, Novak Djokovic (between 2012 and 2017), and Kei Nishikori have all been sponsored by Uniqlo.

Why are tennis players leaving Nike?

Nike has been shifting its strategy, focusing resources on top talent like Carlos Alcaraz, Jannik Sinner, and Aryna Sabalenka, making it harder for other players to stand out.