Emma Raducanu amazed tennis fans worldwide when she won the 2021 US Open, making history as the first qualifier to win a Major. Shortly thereafter, she caught the attention of numerous luxury brands, including Tiffany & Co., Dior, and Porsche, among others.
Now featuring companies such as Evian, British Airways, and HSBC in her list of sponsors, the previous world number 10 revealed how she chose which brands to work with in an interview with Harper’s Bazaar. “When I decide which brands I want to partner with, it’s vital that I have a natural connection and identify with them,” she explained. “It’s essential to me to stay true to myself, which means working with brands that share my values.”
Luxury fashion house Dior is one of those companies. Following Raducanu’s US Open triumph, Dior chose to partner with her just two months later. Since then, she has been seen at numerous Dior fashion events, including the most recent preview of their upcoming Cruise collection. Despite just having undergone her final surgery, the 20-year-old athlete flew to Mexico to grace the red carpet and attend the event.
The British No.1 explained that she was quite hands-on during her work with Dior, noting that being a tennis player made it even more enjoyable to dress up for events like the Cruise show. “I’m thrilled to be part of the styling process! ” she said. “I find it particularly fun due to the fact that I’m usually dressed in sportswear. So, when I dress up, I love to express myself. And when I’m wearing Dior, I always feel extra empowered and confident. That’s why participating in the styling process is so enjoyable for me.”
This disclosure comes after Raducanu revealed that she would sit out the summer events to undergo operations on both hands and one ankle. During her appearance in Mexico, the 20-year-old sportswoman was spotted wearing a bandage on one wrist and strapping on her foot, while her other wrist only had a single piece of surgical tape following the surgeries.
Many people have speculated about the British No. 1’s sponsorships, with some suggesting that they have affected her results. Raducanu has previously refuted these claims, and her agent Max Eisenbud revealed that she only spends 18 days a year on her sponsor’s promotions.