Emma Raducanu reportedly set to leave Nike in 2026 and join new fashion brand

Emma Raducanu could make an unexpected move after reports that she is switching from Nike to a new fashion retailer.

The British star was with ASICS as a junior before joining Nike in 2018. That early decision to partner with Raducanu because of her talent proved inspired when she had a stunning run to the 2021 US Open title.

Since then, Raducanu has done many collaborations with Nike, earning her millions of pounds. The 23-year-old's results since reigning supreme at Flushing Meadows have not reached those heights, but she remains a worldwide name.

If tennis podcaster Craig Shapiro's information is correct, Raducanu will leave Nike next year and join Uniqlo, a Japanese casualwear brand not as well known in Western countries but still very successful in its own right.

Although Shapiro is usually a reliable source, he did not provide any other information in his short social media post about it. There are a few possible explanations for Raducanu's move from Nike, if true.

This year's 2025 Miami Open quarterfinalist might be ready for a change after being with Nike for several years. It is not uncommon for players to feel a brand is no longer being innovative enough after being with them for some time.

Alternatively, Nike might be happy to move away from Raducanu. There has been previous speculation about her sponsors, such as Porsche, feeling they were not getting value for money because of the WTA star's often difficult results in recent years.

Earlier this year, Raducanu's lucrative sponsorship deal with Vodafone ended. The telecommunications company reportedly decided to end the partnership because she was demanding a financial amount deemed unreasonable.

If Raducanu leaves Nike and joins Uniqlo, it would be interesting to observe how they collaborate. Uniqlo's products and style are quite different from Nike's, creating the potential for Raducanu to try something original.

WTA world No. 1 Aryna Sabalenka is one of Nike's most important stars. However, the Belarusian's words about the company after losing the showpiece match at the 2025 WTA Finals to Elena Rybakina were very honest.

Sabalenka said that Nike was not planning anything special for her in 2026. With Carlos Alcaraz and Jannik Sinner among the other players in Nike's ranks, she may be getting sidelined for now in favor of them, despite being a worldwide name.

However, Sabalenka also said there are exciting plans for 2027 without being specific. Hopefully, they live up to expectations and are worth the wait since the four-time Grand Slam champion did not hide her disappointment with the lack of projects next year.

It is particularly disappointing for Sabalenka, who loves fashion. The 27-year-old has spoken in previous interviews about the enjoyment she derives from getting dressed up and feeling different from her matches.

Coco Gauff is another top WTA player who is passionate about fashion. The world No. 3 wore a different outfit at every tournament she competed at last year, including a particularly stylish look in her 2025 French Open final victory against Sabalenka.