British personal care brand Wild has signed Emma Raducanu as its first global ambassador.

The British tennis player, who is competing in the ongoing U.S. Open, will be the singular face of Wild’s “Champions of Change” campaign, which seeks to emphasize performance (in both product and sport) and eco-responsibility.

“For me, the definition of ‘champion’ isn’t just about results on the court — it’s about using my platform to make a difference,” said Raducanu in a statement. “I’m proud to partner with Wild on Champions of Change and represent their commitment to sustainability and innovation.”

As part of the partnership, Raducanu will be the face of Wild’s hero refillable deodorant, which is priced at $16 for a stick in an aluminum case of one’s choosing, with additional refills costing $7.20. She will also appear in a TV commercial for the brand, which will roll out to the U.K. in 2026.

“Emma is the definition of a champion of change,” said Charlie Bowes‑Lyon, cofounder and chief marketing officer of Wild. “She’s broken boundaries in sport, and now she’s joining us in challenging the status quo in personal care. This campaign is about leading with impact, and Emma is the perfect partner to inspire our community to choose better for themselves and the planet.”

Founded in 2019 by Bowes-Lyon and Freddy Ward, Wild has become an increasingly prominent player in sustainable beauty, with Unilever acquiring the brand earlier this year for an undisclosed sum. Industry sources estimate net sales for the brand, which also offers body and hand washes and lip balms, reached 65 million pounds in 2024.

The brand sells at U.K. retailers Sainsbury’s, Boots and Tesco, and in the U.S. is available at Target.