UNIQLO nets tennis star Emma Raducanu as global brand ambassador

UNIQLO has tapped Emma Raducanu, Britain’s top-ranked female tennis player and 2021 US Open winner, as its newest global brand ambassador. She will make her debut representing the brand at the Indian Wells Open in the US this March, marking the start of her international LifeWear promotion.

Raducanu joins a roster of high-profile UNIQLO ambassadors, including tennis legends Roger Federer and Shingo Kunieda, and Academy-Award-winning actor Cate Blanchett.

Together, they champion the LifeWear philosophy, which emphasises excellence, positive societal contribution, and nurturing the next generation. Raducanu will also contribute to the design and functionality of her on-court apparel.

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Beyond tennis, Raducanu will participate in UNIQLO’s community programs, including the Next Generation Development Program for young and underserved tennis players, as well as global initiatives such as "UNIQLO Peace for All" and "The Heart of LifeWear". Her role underscores UNIQLO’s approach of pairing professional expertise with broader social impact.

In a statement, UNIQLO said its ambassadors are chosen for their integrity, optimism, and humility. The brand combines their professional insight with proprietary technologies to create apparel that enhances performance while delivering everyday comfort.

Current ambassadors include Roger Federer and Kei Nishikori in tennis, Shingo Kunieda and Gordon Reid in wheelchair tennis, Ayumu Hirano in snowboarding, Adam Scott in golf, and Cate Blanchett in acting.

 “We are honoured to welcome Raducanu to UNIQLO. Even under intense pressure, she consistently demonstrates a bold and proactive mindset, embracing challenge with determination. Off court, she is an intelligent and well-read young person who values her connection to family and friends. We believe she will be an exceptional ambassador and look forward to making positive change together in the world," said  Koji Yanai, group senior executive officer, Fast Retailing. 

Speaking on her position, Raducanu said, "I am very pleased to join UNIQLO and to work closely with its amazing team of global brand ambassadors. UNIQLO and I share many values and perspectives on life, culture, and society. I am excited to promote LifeWear through my tennis career, and to working with everybody at UNIQLO to inspire and engage young people everywhere."

UNIQLO’s LifeWear approach has also seen local representation in the region. In April last year, UNIQLO Malaysia appointed singer and actress Daiyan Trisha as its first-ever brand advocate in the country.

Selected for her timeless style, Daiyan brings the LifeWear philosophy closer to Malaysians, making the brand’s simple, functional, and comfortable apparel more relatable and accessible.

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