Nike was quick to congratulate U.S. Open women's tennis champion Emma Raducanu following her astounding victory on Saturday night.
Wieden+Kennedy London created an ad that broke on social media celebrating the 18-year-old British competitor. It appeared on Instagram and out-of-home during the weekend. It comes as her straight-sets win against Leylah Fernandez made her the first qualifier ever to win a major title, let alone a grand slam championship.
Alongside an image of Raducanu, the text reads: "Arrive Unknown. Leave Unforgettable. From Bromley to New York @emmaraducanu ushers in a new generation of athletes as she breaks new ground to be the first qualifier to win a Major title. But this is no overnight success story. Instead, years in the making. Her winning smile has become one to remember. This is just the start."
Nike already sponsors Raducanu, having signed a clothing deal with her following her promising debut at Wimbledon in June, but with her grand slam victory sealing her star status, it's more than likely that she will become more prominent in its marketing.
With her radiant smile and Romanian-Chinese parentage, Raducanu is thought to have international appeal that will attract many potential sponsors. Mail Online reports that she wore Tiffany jewels during the her match on Saturday, while she has appeared in a fashion shoot in the October issue of British "Vogue."
She has already signed with IMG sports agent Max Eisenbud, who has previously managed the likes of Maria Sharapova, and observers predict that she could expect deals and endorsements worth hundreds of millions in future.