Leading sustainable personal care brand Wild has revealed its first ever Global Brand Ambassador, Emma Raducanu.  

The British tennis star will front Wild’s new ‘Champions of Change’ campaign, championing the brand’s mission to transform everyday personal care into a more sustainable routine.  

The exciting partnership has marked its debut during the highly anticipated 2025 US Open Tennis Championships and Raducanu’s tennis bag will boast essentials from Wild’s collection during the tournament.  

The partnership will be promoted via a mixture of content on Raducanu’s social media channels and Wild’s platforms, as well as a major TV commercial campaign heading to the UK in 2026.  

Raducanu says: “For me, the definition of champion isn’t just about results on the court – it's about using my platform to make a difference.  

“I’m proud to partner with Wild on Champions of Change and represent its 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,” comments Raducanu.  

Wild’s high-performance, aluminium-free personal care products are designed to cut single-use plastic while not compromising on long-lasting odour protection. The vegan and cruelty-free formulations are packaged in compostable bamboo pulp and the brand was certified as a B Corporation in 2023, underscoring its commitment to sustainability.