After Roger Federer and Kei Nishikori, Emma Raducanu joins Uniqlo in landmark deal
Emma Raducanu will play with Uniqlo’s outfits at Indian Wells and after.
Emma Raducanu, Uniqlo, 2026 | © Uniqlo
After nearly a decade with Nike, British tennis star Emma Raducanu has officially been unveiled as the newest global brand ambassador for the Japanese retail brand Uniqlo. The announcement, made at Fast Retailing’s headquarters in Tokyo on February 24, 2026, marks one of the most significant equipment shifts in the sport since Roger Federer made the same transition in 2018.
Raducanu is expected to debut her first official Uniqlo on-court collection at the upcoming BNP Paribas Open in Indian Wells, next week.
The Financials and Term of the Uniqlo Partnership
While official contract details remain closely guarded by both parties, industry insiders have provided concrete estimates regarding the scale of the agreement. According to reports from the Craig Shapiro Tennis Podcast and confirmed by city analysts, the deal is valued at approximately 3.5 million dollars annually.
he contract is believed to span a four-year term, representing a massive financial escalation from her previous Nike agreement, which was reportedly worth around 100,000 pounds per year before her historic 2021 US Open victory.
This partnership solidifies Raducanu’s status as a commercial powerhouse. Despite recent struggles with consistency and injury, which have seen her ranking settle at World No. 25, the marketability of the player remains elite. The deal includes not only an upfront cash guarantee but also significant performance-based bonuses tied to Grand Slam success and ranking milestones.
Why Uniqlo Chose Raducanu: A Strategy Beyond Tennis
Uniqlo’s selection of Raducanu is a calculated move to bridge the gap between high-performance athletics and lifestyle fashion. Koji Yanai, Group Senior Executive Officer at Fast Retailing, emphasized that Raducanu’s appeal extends far beyond her baseline game.
Her multicultural background – born in Canada to Romanian and Chinese parents and raised in the United Kingdom – aligns perfectly with Uniqlo’s global expansion goals, particularly in the UK, North America, and China.
In China, where Uniqlo generates roughly 20% of its global sales, Raducanu’s fluency in Mandarin and her frequent celebrations of her heritage make her an invaluable asset. The brand intends to utilize her not just as a sports figure, but as an icon for their LifeWear philosophy, which focuses on clothing designed to make everyone’s life better.
The Nike Exodus and the Federer Blueprint
Raducanu’s departure from Nike is part of a broader trend of high-profile tennis talent moving away from the Oregon-based giant. Over the past 18 months, players like Jack Draper (Vuori), Iga Swiatek (On), and Taylor Fritz (Boss) have all transitioned to specialized or boutique brands.
By joining Uniqlo, Raducanu follows the blueprint laid out by Roger Federer, who famously left Nike to secure a ten-year, 300 million dollar deal with the Japanese retailer. She joins a small circle that includes Federer, Kei Nishikori, and wheelchair legends Shingo Kunieda and Gordon Reid.
Design Collaboration and Community Impact
A key component of this new era is, per the brand’s communication, Raducanu’s active involvement in product development. She is slated to work directly with Uniqlo’s design teams on the functionality and aesthetics of her on-court kits. This level of creative input was reportedly a major factor in her decision to switch sponsors.
Raducanu will also participate in global coaching clinics and community engagement projects, particularly those aimed at empowering young female athletes. As she prepares for the desert heat of Indian Wells, the tennis world will be watching to see if this fresh start off the court translates into a resurgence on it.
Emma Raducanu’s current season has been defined by a significant return to form followed by a taxing physical decline, leaving her with a balanced 5-5 win-loss record. The standout moment of her year was a resurgent run to the Transylvania Open final in Cluj-Napoca, where she secured four straight victories before falling to Sorana Cirstea.
This success propelled her to World No. 25, her highest ranking in nearly four years. However, her momentum stalled in the Middle East, beginning with a forced retirement in Doha against Camila Osorio due to illness and exhaustion. This physical struggle continued into Dubai, where she suffered a frustrating opening-match defeat to lucky loser Antonia Ruzic.
