Emma Raducanu busts the perfection myth for Nike UK

The Wimbledon campaign explores the tennis champions' relationship with sport and being the best

Georgie Moreton

Assistant Editor, BITE


With Wimbledon fever hitting our screens, Nike UK has launched a new campaign to mark the moment,  starring tennis champion Emma Raducanu which explores her relationship with sport and perfection.

The moving campaign sees Raducanu talking about the pressures she has faced to be the best after her winning summer. Since her meteoric rise to fame last year as the first British woman to win a Grand Slam singles title at just 18, Radacuno has been featured in many ad campaigns; here we see her open up to showcase a more human side. The moving film sees Raducanu encourage audiences to let go of the idea of perfection saying “Perfection doesn’t exist”. 

The film is shot in a candid manner with Emma opening up about her own personal experiences. The long-form film has intimate dashcam footage and focuses on wellbeing and mental health. We see Emma revisit her old tennis courts and talk about her relationship with sport and winning, adding; perfection isn’t a destination.

Despite being media-shy the campaign sees Raducanu open up to show her real self making her extremely relatable to audiences and in turn making sport seem more accessible and achievable.

The campaign was conceived and produced by next-gen creative agency Soursop, with British creative director Fran Marchesi, co-founder and British-Asian ECD Ravi Amaratunga Hitchcock, and London-based rising Gen Z star directors Pip & Lib. Their  ‘Unfiltered’ series with Jonah Hill, gives young diverse voices a personal platform to cut through social media superficiality.

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