Wild, the fast-growing sustainable personal care brand, has launched a new global campaign called Champions of Change. The campaign kicks off with a big announcement: British tennis star Emma Raducanu has joined as Wild’s first-ever Global Ambassador.
The partnership was unveiled just in time for the 2025 US Open Tennis Championships, one of the most exciting events in the tennis calendar.
Wild’s mission is simple but powerful: to eliminate single-use plastic from homes around the world. With its refillable, natural personal care products, the brand is encouraging people to make small but meaningful changes in their daily routines. By teaming up with Raducanu, Wild hopes to connect this message with millions of fans worldwide.
Emma Raducanu is not only known for her remarkable success on the court, but also for her thoughtful approach off it. As the face of Champions of Change, she represents the blend of performance and responsibility that Wild stands for. The campaign will run across digital, social media, and retail spaces, featuring Raducanu in bold visuals and short films that highlight Wild’s eco-friendly products.
“Emma is the definition of a champion of change,” said Charlie Bowes-Lyon, Co-Founder and CMO of Wild. “She’s broken boundaries in sport, and now she’s joining us in challenging the status quo in personal care.”
Raducanu shared that the campaign aligns closely with her values: “For me, being a champion isn’t just about results on the court, it’s about making a difference. I’m proud to partner with Wild and represent their commitment to sustainability and innovation.”
As part of her new role, Raducanu will be the face of Wild deodorant and will feature in upcoming marketing campaigns, including a major UK TV commercial set to launch in 2026. Fans may even spot Wild products in her tennis bag throughout the US Open.
Wild has quickly gained a reputation for combining style, sustainability, and performance. Its deodorant comes in sleek reusable cases with plastic-free refills made from compostable bamboo pulp. All formulas are vegan, cruelty-free, and aluminum-free.
The company became a Certified B Corporation in 2023 and expanded into the U.S. in early 2025. Shoppers can now find Wild at Target, Amazon, and online at WeAreWild.com/us.