Raducanu has been closely linked to Nike since July 2021, signing with the American giant just weeks before her breakthrough at the US Open. That historic streak, which culminated with the trophy as a classified player, turned her overnight into one of the most marketable athletes on the circuit. Nike provided him with all his track equipment, including clothing, footwear and accessories, during his meteoric rise.
The possibility of joining Uniqlo represents more than just an economic improvement. It suggests a shift towards long-term brand building, stability and personal affinity. Uniqlo’s partnerships with athletes typically focus on longevity, individuality and an overarching narrative rather than short-term performance spikes. For a 23-year-old player still shaping her career narrative, that approach could be decisive.
A Federer blueprint for a new brand identity
The comparison with Roger Federer is inevitable. In 2018, the Swiss icon ended her decades-long relationship with Nike after the brand declined to renew her contract. Federer responded by signing a historic 10-year, $300 million deal with Uniqlo, debuting the alliance at Wimbledon. The move redefined sponsorships in tennis and set a new standard for off-court legacy building.
Federer’s deal with Uniqlo wasn’t just about money. It allowed him to transcend results-based contracts and focus on global influence, business and post-retirement relevance. Raducanu, although in a very different phase of his career, could see value in that same philosophy. Aligning with Uniqlo could position her as a long-term ambassador rather than a results-dependent endorsement.
Raducanu: recent form and what’s coming
The 2021 US Open champion has struggled to keep up in the years since her first and, for now, only professional title. In fact, the British player has not played in another final in her career, nor has she made deep runs in major tournaments. His best performances since then include a round of 16 at Wimbledon 2024 and the quarterfinals of the Miami Open this season.
However, the British woman managed to climb the ranking in 2025, closing the year as No. 29 in the world. This return to the top 30 guarantees her seeded status at the next Australian Open, where she will defend points from a third round at the beginning of 2025 (when she fell clearly to Poland’s Iga Swiatek 1-6, 0-6).
Raducanu’s first match of the new year will be her debut in the United Cup. She will play as the British No. 1, alongside Jack Draper, who will also make her United Cup debut. Together they will compete in Group E in Perth, against a Japanese team led by Naomi Osaka and Shintaro Mochizuki, as well as a Greek team featuring former World No. 3 Maria Sakkari and Stefanos Tsitsipas.
