British tennis superstar star Emma Raducanu fronts Nike’s latest spot in an ad that plays on some of the negative criticism she’s received since her historic win at the 2021 US Open.
‘World Off. Game On’ features the young sports champion vigorously using her skills on the court as the words ‘distracted’, ‘fluke’ and ‘one-hit wonder’ are projected on to the dark walls surrounding her.
The 20-second video shows Raducanu so focused on improving her game that she ignores the naysayers who are skeptical behind her back.
As the ad concludes, viewers see the Grand Slam winner look straight into the camera lens as the ’World Off. Game On’ slogan flashes up on the screen, followed by the Nike logo.
In an Instagram post, the sportswear giant said: “Bromley’s own @emmaraducanu has started her first full year on tour. Her plan? Same as it’s always been. Shut out the noise and take on the opportunity of each challenge.”
On what the future holds, Nike said: “Emma knows the journey forward is all about progress. And progress comes one point at a time.”
The short video comes as Raducanu prepares to face former US Open winner Sloane Stephens on Monday 17 at the Australian Open.