Wild, the sustainable personal care brand on a mission to eliminate single‑use plastic from households worldwide, unveils its new “Champions of Change” campaign in partnership with British tennis star Emma Raducanu. 

Raducanu is the brand’s first‑ever Global Ambassador, and the exciting partnership is debuting during the 2025 US Open Tennis Championships.

Charlie Bowes‑Lyon, Co‑Founder & CMO of Wild, said,

“Emma is the definition of a champion of change. 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.”

The campaign spotlights Wild’s mission to transform everyday personal care into a more sustainable, planet-friendly routine.

Campaign images feature Raducanu in a series of striking visuals and films that spotlight Wild’s refillable, natural personal‑care range.

 As the exclusive face of Champions of Change, Raducanu embodies this vision—bringing her dynamic presence on the tennis court and her commitment to mindful living off it. 

As Global Brand Ambassador, Raducanu will be the face of Wild deodorant. The partnership will be highlighted through a marketing mix of social content on both Emma’s channels and Wild’s platforms, along with a major TV commercial campaign launching in the UK in 2026.

Through her leadership in the campaign, she joins Wild in championing a new era of performance and responsibility.

Read Next

Wild Partners with Chupa Chups for New Sweet Collab and Hot Pink Case

Wild’s New Refillable Deo Case Features Paddington Bear