Plastic-free personal care brand Wild has signed British tennis star Emma Raducanu as its first global ambassador.
The partnership comes as part of Wild’s new ‘Champions of Change’ campaign – which kicked off today (3 September). It spotlights the fast-growing brand’s mission to transform everyday personal care into a more planet-friendly routine.
“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,” Wild said. “Through her leadership in the campaign, she joins Wild in championing a new era of performance and responsibility.”
‘Champions of Change’ will run across digital, social and retail channels, featuring Raducanu in a series of images and films that highlight Wild’s refillable, natural personal care range. A TV commercial will debut in the UK next year.
Raducanu was “the definition of a champion of change”, said Charlie Bowes-Lyon, Wild co-founder & CMO. “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 2021 US Open champion added: “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 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.”
In July, Wild unveiled its first refillable roll-on deodorant, available in four fragrances and four aluminium case designs. The NPD was the brand’s first since being acquired in the spring by Unilever, in deal believed to value Wild at £230m.
The brand – which also makes refillable lines such as stick deodorant and bodywash – grew its overall value sales 77.3% to £46.9m in the year to 31 December 2023, according to its most recent accounts at Companies House.
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