In the bustling world of professional tennis, where every swing and serve can define a career, Emma Raducanu continues to prove she’s more than just a Grand Slam champion. Fresh off her third-round appearance at the 2025 US Open in New York, the 22-year-old British sensation has unveiled an exciting new chapter in her off-court endeavors. Raducanu has been named the first-ever global ambassador for Wild, a pioneering sustainable personal care brand that’s revolutionizing how we think about everyday essentials like deodorant. This lucrative deal not only highlights her enduring commercial appeal but also aligns perfectly with her values of innovation, responsibility, and making meaningful changes—both on and off the court.
The partnership kicked off with the launch of Wild’s “Champions of Change” campaign, timed impeccably to coincide with the high-stakes energy of the US Open. As the exclusive face of this initiative, Raducanu embodies the brand’s mission to eliminate single-use plastics from households around the globe. Wild specializes in refillable, natural personal care products, including deodorants, shower gels, and hand washes. Their hero product—a sleek, reusable aluminum case paired with compostable bamboo pulp refills—offers high-performance, aluminum-free protection that’s vegan, cruelty-free, and designed to reduce waste without sacrificing efficacy. Priced accessibly, with starter sticks around $16 and refills at about $7.20, it’s a practical step toward eco-friendly living that resonates with consumers seeking effective alternatives to traditional, disposable items.
In a powerful promotional video that debuted across social media platforms, Raducanu is seen applying the deodorant amid dynamic footage of her powerful forehands and intense matches. She delivers the campaign’s core message with conviction: “Big wins start with small changes.” As the clip builds to a crescendo, showcasing her agility on the court intertwined with the brand’s sustainable ethos, she adds, “This is my kind of change.” These lines capture the essence of the collaboration, emphasizing how incremental shifts in daily routines can lead to significant environmental impacts. The campaign extends beyond digital ads, featuring striking visuals in retail channels and a major television commercial set to air in the UK in 2026. Raducanu’s tennis bag will be stocked with Wild essentials throughout the tournament and beyond, turning her global travels into a living endorsement of the brand’s planet-positive approach.
Reflecting on the partnership, Raducanu shared her personal connection to Wild’s vision. “For me, the definition of champion isn’t just about results on the court—it’s about using my platform to make a difference,” she explained. “I’m proud to partner with Wild on Champions of Change and represent their commitment to sustainability and innovation. It really resonates with me, and I hope this is a campaign that people not only enjoy but also encourages them to back brands that are driving change.” Her words underscore a deeper motivation: leveraging her influence to promote mindful living. With 2.9 million followers on Instagram, Raducanu’s reach is immense, making her an ideal advocate for a brand that’s already a staple for those prioritizing performance and environmental responsibility.
Wild’s co-founder and chief marketing officer, Charlie Bowes-Lyon, echoed this sentiment, praising Raducanu’s trailblazing spirit. “Emma is the definition of a champion of change,” he said. “She’s broken boundaries in sport, and now she’s joining us in challenging the status quo in personal care. This campaign is about leading with impact, and Emma is the perfect partner to inspire our community to choose better for themselves and the planet.” Founded with the goal of transforming routine habits, Wild has earned Certified B Corporation status, reflecting its dedication to ethical practices. Their products use natural ingredients like tapioca starch to absorb moisture and provide all-day freshness, proving that sustainability doesn’t mean compromising on quality.
Raducanu’s journey to this point has been nothing short of remarkable. Bursting onto the scene in 2021 as an 18-year-old qualifier, she stunned the world by winning the US Open without dropping a set—a feat that catapulted her to stardom and secured endorsements with luxury giants like Tiffany, Dior, Evian, and Porsche. Despite facing injuries and the pressures of high expectations in the years since, she’s shown resilience, reaching the third round at both the Australian Open and Wimbledon this year. Her recent US Open run included impressive wins in the early rounds, though she acknowledged the challenge posed by top-tier opponents like Elena Rybakina, who defeated her decisively. “When the very top play against me, they have a point to prove that they’re at the top, and they’re there for a reason,” Raducanu admitted post-match, highlighting her growth mindset amid setbacks.
This new deal with Wild represents a natural evolution for Raducanu, blending her athletic prowess with a commitment to broader societal good. In an era where athletes are increasingly vocal about environmental issues, her involvement signals a shift toward partnerships that prioritize purpose over mere profit. As climate concerns dominate global conversations, brands like Wild are at the forefront, offering solutions that empower individuals to reduce their carbon footprint through simple swaps. For Raducanu, it’s an opportunity to inspire her fans—many of whom are young and environmentally conscious—to adopt similar changes.
Looking ahead, the collaboration promises to amplify Wild’s international expansion, particularly in markets like the US, Europe, and beyond. Raducanu’s role will extend through social content on her channels, where she’ll share behind-the-scenes glimpses of her life on tour, integrated with tips on sustainable living. This not only boosts the brand’s visibility but also cements Raducanu’s status as a multifaceted icon. As she prepares for the remainder of the 2025 season and eyes future Grand Slams, this partnership serves as a reminder that true champions drive progress in all arenas.
In a sport often defined by individual triumphs, Raducanu’s alliance with Wild illustrates the power of collective action. By championing small, everyday changes, she’s not just endorsing a product—she’s advocating for a greener future, one swipe at a time. With her star power and the brand’s innovative edge, this duo is poised to make waves far beyond the tennis courts.
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