A 20-second social spot from Nike shows ambassador Emma Raducanu playing tennis against a dark background whilst a series of words pop up behind the teen tennis sensation which alternate between messages of congratulations and condemnation – ‘Distracted / Perfect’ and ‘Fluke / Flawless’ – whilst Raducanu herself appears unaffected by the things being said about her behind her back.
Released on the sportswear behemoth’s Instagram on 13 January ahead of the Australian Open, the ad closes with the copy line ‘World Off. Game On’ followed by the Nike logo and ‘Just Do It’ tagline.
The post reads: “Bromley’s own @emmaraducanu has started her first full year on tour. Her plan? Same as it’s always been. Shut out the noise and take on the opportunity of each challenge. “Emma knows the journey forward is all about progress. And progress comes one point at a time.”
As well as being posted on Nike London’s official Instagram, the creative spanned a set of other social platforms (including the athlete’s own channels) as the young British tennis star’s kit partner welcomes the current US Open champion and World Number 18 to her first full year on the WTA tour as she faces fellow former US Open winner Sloane Stephens on 17 January at the Australian Open.
As well as adulation, Raducanu has faced plenty of negative criticism since her historic win at the 2021 US Open. But this spot seeks to show how, despite the attention, she is primarily focused on her game.
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After becoming he first ever player to win the US Open tournament as a qualifier, Raducanu has become not only one of the hottest players in the world of tennis at the moment, but also in demand when it comes to brand partnerships and sponsor deals.
As well as her Nike partnership (which pre-dated her win), she has also recently partnered with US jewellery company Tiffany’s and French fashion label Dior (both of which are reportedly worth £2m), as well as longtime tennis marketer Evian.
I’m honored to join the @evianwater team! Evian is an iconic brand & a champion of tennis and the younger generation, which is why I’m proud to join their family. pic.twitter.com/Cv2JS0gy9E
— Emma Raducanu (@EmmaRaducanu) December 9, 2021
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