Wild Taps Emma Raducanu as First Global Ambassador
British tennis star Emma Raducanu has been named the first Global Ambassador for Wild, the sustainable personal care brand best known for its refillable deodorant system. The partnership debuts with ‘Champions of Change‘, a global campaign set to coincide with the 2025 US Open Tennis Championships.
“For me, the definition of champion isn’t just about results on the court — it’s about using my platform to make a difference,” Raducanu said. “I’m proud to partner with Wild on Champions of Change and represent their commitment to sustainability and innovation. It really resonates with me, and I hope that this is a campaign that people not only enjoy but also encourages people to back brands that are driving change.”
Raducanu will front Wild’s natural, plastic-free range, with imagery and short films rolling out across digital, social, and retail platforms. A UK television campaign is slated for 2026, with Raducanu also expected to carry Wild’s essentials throughout the US Open — aligning with the brand’s positioning at the intersection of performance and sustainability.
“Emma is the definition of a champion of change,” said Charlie Bowes-Lyon, co-founder and CMO 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 2020 by Bowes-Lyon and Freddy Ward, Wild set out to reimagine everyday bathroom staples with natural, refillable alternatives. Its deodorants, housed in reusable aluminium cases with compostable refills, quickly became bestsellers and paved the way for an extended line of body wash, hand wash, and lip balms. In April 2025, Unilever acquired the brand for an undisclosed sum.
Wild products are available in the UK at Boots and wearewild.com, and in the US at Target and amazon.com.