Vuori Signs Jack Draper: A Challenge to Nike's Tennis Dominance

Last week, British men's tennis player Jack Draper officially became a global brand ambassador for American sportswear brand Vuori, having previously been a Nike-sponsored athlete.

Forbes reports that while contract terms have not been disclosed, it is believed to be one of the highest-value apparel endorsement deals in tennis, with an annual fee potentially exceeding $10 million.

Draper wearing Vuori at the 2025 US Open

In an interview with Forbes, Draper said: "I've always been someone who thinks differently and prefers to work with distinctive brands. To be honest, I didn't know much about Vuori's clothing before, but as soon as I felt the fabric, I was hooked."

With few exceptions, Nike and adidas have dominated top tennis talent for decades, often signing players as juniors and retaining them throughout their careers. But in recent years, this landscape has begun to shift, with more brands striking deals with young players:

• On signed Iga Swiatek and Ben Shelton
• lululemon signed Frances Tiafoe
• BOSS signed Taylor Fritz

……

Some athletes no longer want to be just one of many faces in a big brand's roster; they want a brand that places them at the center of marketing and storytelling, and even allows them to influence product development. Ben Shelton (below) told Forbes after signing with On in 2023 that the brand's CEO personally communicated with him and did not require him to wear On clothing until products were developed that matched his aesthetic and preferences.

Nike is particularly known for its "tiered" contract structure: a top player ranked world No. 1 can earn tens of millions in endorsement fees, but if the same player drops to No. 10 during the contract, income could plummet to $750,000. This reflects the value of exposure—players who consistently win appear more on TV, so brands are willing to pay more.

*In Orange Bay Sports' recent article "Roddick Interviews Sharapova: Tennis Career, Brand Endorsements, Investment Ventures (4,000 Words)", Sharapova's comments also confirm this point.

However, according to tennis industry insiders, some emerging brands are willing to offer guaranteed contracts with fixed endorsement fees to attract top athletes, but with significantly reduced bonus components. Some players prefer this stability to hedge against potential injuries or form fluctuations; of course, many still favor the "better results, higher pay" incentive model to maximize earnings.

Draper was born on December 22, 2001 inSutton, England, has years of modeling experience, and is the highest-ranked English tennis player in 20 years. Reportedly, after Nike's exclusive negotiation window ended before Wimbledon, nearly 12 brands expressed interest. Nike, Lacoste, and several other brands all showed willingness to collaborate.

In April 2025, Draper became a Burberry brand ambassador and shot a fashion campaign.

Vuori, founded in 2015 and headquartered in Southern California, has grown rapidly: last November, it completed a new $825 million funding round, valuing the company at $5.5 billion; in May, it announced a long-term creative, strategic, and financial partnership with supermodel Cindy Crawford and her family.

Vuori has always adhered to a minimalist aesthetic, but has not previously been associated with enhancing athletic performance. CEO Kudla said: "Partnering with an athlete like Jack not only significantly boosts brand awareness but also strengthens our credibility in technical performance. Tennis will be a growth area for the company, especially in international markets, and we plan to sign an influential female player in the future."

Analysts estimate Vuori's current annual sales exceed $1 billion, but the vast majority still come from the U.S. market. Recently, Kudla revealed that by 2026, the brand will open 100 physical stores, with 15 located outside the U.S. This summer, Vuori opened its largest Asia-Pacific store in Shanghai's iapm mall, and will open its first Beijing store in October.

| Source: Forbes

| Image credits: Instagram; official press release; official Weibo