Japanese apparel giant UNIQLO has added new star power to its global team by partnering with British tennis sensation Emma Raducanu. The 2021 US Open champion is the brand’s newest Global Brand Ambassador and will start representing UNIQLO at tournaments worldwide, beginning with the Indian Wells Open in March.
Raducanu’s global fame started with her historic win at the 2021 US Open, making her the first British woman since 1977 to claim a Grand Slam singles title. Now, she’s taking on a new role off the court by connecting her sports journey with UNIQLO’s LifeWear philosophy.
In her role as ambassador, Raducanu will promote UNIQLO’s LifeWear concept, clothing focused on quality, function, and everyday use. This partnership is more than just logo placement; she will work closely with the design team to create her on-court outfits that combine performance with precision.
She joins a select group of UNIQLO ambassadors, including tennis legend Roger Federer, wheelchair tennis champion Shingo Kunieda, and Academy Award-winning actor Cate Blanchett.
Raducanu shared her excitement about the partnership, saying she and the brand share similar views on life, culture, and society. She also hopes to inspire and connect with young people around the world through her tennis career.
UNIQLO’s leadership called the appointment a natural fit. Koji Yanai, Group Senior Executive Officer at Fast Retailing, praised Raducanu’s calm under pressure and down-to-earth personality, describing her as someone who demonstrates determination and intelligence, qualities the brand seeks to represent.
Besides playing in tournaments, Raducanu will take part in global community projects. These include coaching through the UNIQLO Next Generation Development Program, which supports young, underserved tennis players, as well as involvement in the brand’s Peace for All and The Heart of LifeWear initiatives.
For UNIQLO, this partnership strengthens its promise to combine sport, design, and social impact with a clear global message. For Raducanu, it’s another step in building her identity not just as a top athlete but also as a cultural ambassador who stands for performance, purpose, and responsibility.
As she gets ready to compete in Indian Wells, Raducanu will wear more than just a new outfit; she will represent a brand story built on discipline, innovation, and global impact.