Overview

• Wild announced the partnership on September 2 during the US Open, positioning Raducanu as the face of its ‘Champions of Change’ campaign across social and television.
• Raducanu will front Wild’s hero refillable deodorant, priced at $16 for an aluminum-case stick with $7.20 compostable refills.
• The campaign emphasizes performance and eco-responsibility, with Wild’s creative team casting the athlete as a real-world test of product efficacy.
• Wild was acquired by Unilever earlier this year, and industry estimates put the brand’s 2024 net sales at about £65 million.
• The brand’s products are sold in UK retailers Sainsbury’s, Boots and Tesco, and are available in the US at Target.