Emma Raducanu talks perfection in new Nike spot

After Emma Raducanu came from almost nowhere to win the US Open last year, many speculated which brands would clamor to sign her for sponsorship deals.

And that’s how it happened, with Raducanu making appearances in commercials for Porsche, Evian and Vodafone, to name a few. His appearance in a new spot for Nike, as part of What Are You Working On? series, however, offers a more thoughtful take on the tennis star.

It follows a previous ad for Nike where Raducanu was seen taking on some of the criticism leveled at her since winning the US Open, and sees her opening up about the dangers of pursuing perfection, while meeting the “unrealistic” expectations that people had for her after this breakout tournament.

Created by Corossol, the film is shot in a raw, documentary style, and offers a very natural portrait of Raducanu, who also talks about his past, his hometown of Bromley and his somewhat unexpected love – for me, at least – motocross. .

With growing awareness of athletes’ mental health issues and the unrealistic pressures fans and critics can place on these young stars, the Nike film is a reminder of the importance of allowing players like Raducanu to develop and grow. make mistakes. Plus, it’s a helpful reminder for all of us that, as Raducanu says, “perfection just doesn’t exist.”

Creative agency: Corossol
Production Company: Untold Studios
Director: Pip & Lib
Photographer: Laura Allard Fleischl

Darryl A. Chapin