In a dazzling display of his skyrocketing fame, 18-year-old darts prodigy Luke Littler has inked a lucrative £200,000 deal with fashion powerhouse BoohooMAN, cementing his status as not only a sporting sensation but also a style icon. The agreement, announced in March 2025, marks a significant milestone in Littler’s meteoric rise, which has seen him transcend the world of darts to become a household name. This new contract extends his long-standing partnership with BoohooMAN, a brand that has adorned his iconic purple shirts since his breakthrough performance at the 2024 PDC World Darts Championship.
Littler’s journey to this moment has been nothing short of extraordinary. At just 16, he stunned the darts world by reaching the final of the 2024 World Championship as a qualifier, captivating audiences with his skill and charisma. BoohooMAN, quick to recognize his potential, signed him as a brand ambassador shortly after, a decision that has proven prescient. In January 2025, Littler went one better, defeating Michael van Gerwen to become the sport’s youngest-ever World Champion. His victory at Alexandra Palace solidified his place among darts’ elite and amplified his appeal to brands like BoohooMAN, who see him as a bridge between sports and pop culture.
The new deal, described as a “bumper” agreement, reflects Littler’s growing influence. BoohooMAN, known for collaborating with celebrities and athletes across various fields, views Littler as a perfect fit for their bold, youthful aesthetic. “Continuing with BoohooMAN feels like a natural fit for me,” Littler said, his enthusiasm palpable. “They understood my style from day one and have been incredibly supportive throughout my journey. I’m looking forward to creating something special that connects with both darts fans and fashion enthusiasts.” His words underscore the synergy between his on-stage persona—complete with his signature purple shirts emblazoned with “The Nuke”—and the brand’s vibrant, trendsetting image.
This partnership is more than just a sponsorship; it’s a creative collaboration. The deal includes exclusive photoshoots, innovative social media campaigns, and dedicated content designed to resonate with fans across sports and fashion communities. Littler’s purple shirts, priced at £49.95, have become a fan favorite, with their neon yellow accents and nuclear-themed graphics mirroring his explosive presence on the oche. The collaboration aims to push boundaries, blending Littler’s darts stardom with BoohooMAN’s fashion-forward ethos to create a unique cultural moment.
Littler’s appeal extends far beyond the darts board. His sponsorship portfolio is a testament to his marketability, with deals already in place with Xbox, KP Nuts, Sidemen cereal, and Target Darts. The latter, which he joined at age 12, launched a range of “The Nuke” merchandise, including darts and replica shirts, that has flown off shelves. His Xbox partnership, announced before the 2025 World Championship, even incorporated fan rewards tied to his performance, such as prizes for every 180 or match win. These ventures highlight Littler’s ability to connect with diverse audiences, from gaming enthusiasts to fashion-conscious youth.
What makes Littler’s rise so compelling is his authenticity. Despite his rapid ascent, he remains grounded, often crediting his sponsors for supporting his vision. His decision to back the Motor Neurone Disease association, inspired by rugby star Rob Burrow, during the Premier League—where he was too young to advertise betting sponsors—earned him widespread admiration. This blend of talent, humility, and strategic branding has drawn comparisons to sporting icons like Lewis Hamilton, with style experts noting Littler’s £5,500 TAG Heuer Carrera Chronograph as a marker of his burgeoning fashion influence.
The BoohooMAN deal comes at a pivotal time for Littler, who has dominated the 2025 Premier League Darts season, securing multiple nightly wins and establishing himself as a formidable force. His performances have not only elevated his personal brand but also boosted darts’ popularity, with promoters like Barry Hearn calling him a “gift” to the sport. As Littler prepares for future tournaments, his partnership with BoohooMAN promises to keep him in the spotlight, both as a world-class athlete and a trendsetter.
At just 18, Luke Littler is rewriting the rules of darts and redefining what it means to be a modern sports star. With BoohooMAN by his side, his journey is set to dazzle fans on and off the oche, proving that “The Nuke” is just getting started.