Nike suffered another major tennis setback this week, as British star Emma Raducanu officially signed with Uniqlo for a reported $3.5 million annually over four years.
Uniqlo announced Raducanu as its newest Global Brand Ambassador, with the world No. 25 set to promote the brand's LifeWear philosophy both on and off the court. Raducanu will laos help design her on-court apparel and participate in community engagement programs for the Japanese brand.
The loss represents Nike's latest tennis departure in recent months. The retail giant previously lost England's Jack Draper to Vuori last August while US stars Frances Tiafoe left for lululemon and Taylor Fritz signed with BOSS.
The US brand continues to have top-ranked players under contract, including WTA No. 1 Aryna Sabalenka, while Japanese fan favorite Naomi Osaka remains the only Nike tennis athlete with a signature collection. Despite the effort, the numbers stand in stark contrast to Nike's dominance during the Serena Williams era.
Competitors have seized the opportunity to outperform Nike in the tennis space, as retailers across the industry now surpass the Oregon-based brand in on-court apparel design, marketing campaigns, and social media engagement.
Raducanu expressed excitement about her new partnership, noting that Uniqlo shares her values on life, culture, and society. The 2021 US Open champion will play an active role in Uniqlo's Next Generation Development Program, which provides coaching to young players.
