Wild, the maker of refillable personal care products that was acquired by Unilever earlier this year, has named British tennis star Emma Raducanu as its first Global Ambassador.
She will front a new ‘Champions of Change’ campaign that spotlights Wild’s mission to “transform everyday personal care into a more sustainable, planet-friendly routine”.
The campaign is launching globally across digital, social, and retail channels, featuring Raducanu in a series of visuals and films that spotlight Wild’s refillable, natural personal‑care range.
“Emma is the definition of a champion of change,” said Charlie Bowes‑Lyon, Co‑Founder & CMO of Wild.
“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.”
Raducanu 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 this is a campaign that people not only enjoy but also encourage people to back brands that are driving change.”
As Global Brand Ambassador, the partnership will be highlighted through a marketing mix of social content on both Raducanu’s channels and Wild’s platforms, along with a TV campaign launching in the UK in 2026.
