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When Emma Raducanu takes to the court in Indian Wells on Friday, there will be something different about her walk-on. Yes, she's reunited with old mentor Mark Petchey as she continues her journey without a full-time coach. But all eyes will also be on Raducanu's match kit after she signed an exciting deal with Uniqlo, becoming the first and only women's tennis player on their books.

It's the second major apparel deal of Raducanu's young career, having previously worn Nike on the court. But the move to Uniqlo has been special for the British No. 1, who was keen to become something of an innovator for the Japanese brand, being their only ambassador on the WTA Tour.

"The feeling and the treatment that you get as being the only athlete in a brand's clothes, it's a great feeling," she told The Athletic ahead of her opening match in Indian Wells. As the 25th seed, Raducanu got a bye directly into the second round and will face qualifier Anastasia Zakharova on Stadium 4 on Friday - her first match in Uniqlo kit.

A lot has been made of Raducanu's brand deals since her historic US Open win in 2021 made her an overnight superstar. Things feel different with Uniqlo, however. The world No. 24 will play an active role in creating her kits, and this feels like a long-term partnership that both parties are excited about.

Uniqlo previously sponsored Novak Djokovic, and signed Roger Federer in 2019 when his Nike deal expired. Kei Nishikori and wheelchair stars Gordon Reid and Shingo Kunieda are also on their tennis roster, while snowboarder Ayumu Hirano, golfer Adam Scott, and actor Cate Blanchett make up the rest of the global ambassador list.

But Raducanu is the only female tennis star Uniqlo sponsors, and that comes with its benefits, especially compared to her time at Nike. She continued: "Everything is tailored to you. You feel special, like there's a lot more attention to detail. Just being able to feel like what you're wearing is unique ... you feel like it matches you, rather than ... not everyone has their own kit at Nike.

"And I think there are so many players, that some want to stand out - or they want to have something that fits them or suits them a little bit better - whether that's clothes, whether that's the environment or the support that you get one-to-one."

She's not the only tennis star to move away from Nike in recent years. Fellow British No. 1 Jack Draper moved to Vuori last summer, and stylish American Frances Tiafoe switched to Lululemon at the beginning of 2025. While Raducanu is "grateful" for everything Nike did for her, leaving the iconic sportswear brand has its perks.

"Sometimes with bolder patterns or bolder colours and prints, it wasn't necessarily my style. So there's just a little bit of friction maybe internally, but you still wear it and you don't think twice about it," she said.

At the recent Australian Open, Raducanu wore the same violet-and black dress as Amanda Anisimova and countrywoman Katie Boulter. Madison Keys and Mirra Andreeva were among those who wore a very similar neon version.

As for her new deal with Uniqlo, Raducanu added: "Since being in these clothes, I feel everything I put on is synonymous with myself."

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