Nike takes Emma Raducanu back home ahead of Wimbledon

Film is airing on the brand's Instagram, although the player's presence is in doubt over injury

Published On
Jun 16, 2022

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Emma Raducanu's appearance at Wimbledon may still be in the balance after an injury, but her sponsor Nike has gone full steam ahead with a new film spotlighting the U.S. Open women's tennis champion ahead of the forthcoming tournament. 

The short documentary-style film, airing on the brand's Instagram, goes behind the scenes with Raducanu, exploring her hometown of Bromley in southeast London. The piece stops at the tennis courts where she started playing as well as the motocross track on which she rode growing up.

Raducanu also talks honestly about her mental health, her panic attack at Wimbledon 2021 and the pressure on her to be perfect when "perfection doesn't exist."

"If you’re always perfect and looking good, you’re not actually pushing yourself and doing things that will improve you," she says. "I want to connect the Emma that I want to be and the Emma that I am right now. When I do that, I feel like I’m going to be pretty dangerous."

The film was conceived and produced by creative agency Soursop, with British Creative Director Fran Marchesi, co-founder and British-Asian Executive Creative Director Ravi Amaratunga Hitchcock and London-based directors Pip & Lib. 

Nike was one of the first sponsors to sign Raducanu following her breakthrough appearance at Wimbledon last year. She also has marketing deals with several other big brands, including Evian (for whom she stars in a campaign with singer Dua Lipa that broke last week) as well as British Airways, Tiffany and Dior. 

The world is now waiting to see whether she will be fit to appear on home turf. If she is, according to The Sun, she could face Serena Williams.