Performance and lifestyle brand Vuori has made its boldest move yet in tennis by signing British No.1 Jack Draper to a multi-year apparel partnership. The 23-year-old world No.5, who reached the semi-finals of last year’s US Open, will debut Vuori gear at Flushing Meadows this autumn as he chases his first Grand Slam title.
Headquartered in San Diego, Vuori is known for its California-inspired performance-meets-lifestyle aesthetic. Backed by a $825 million investment round in 2024 led by General Atlantic and Stripes, the brand is accelerating its global expansion and positioning itself as a serious challenger to tennis apparel’s traditional heavyweights.
Draper: From Rising Star to Cultural Figure
Draper, once a Nike athlete, becomes Vuori’s most high-profile signing to date, eclipsing earlier partnerships with Eden Silva and Marcos Giron. His crossover appeal extends beyond tennis: he recently appeared on the cover of Vogue UK, signalling his emergence as a cultural as well as sporting figure.
Speaking on the partnership, Draper said:
“Style is about how you carry yourself, what you wear, and owning who you are without hesitation. For me, it’s a chance to create something innovative, performance-driven, and authentic.”
The deal will also see Draper launch his own collection with Vuori, with the possibility of debuting player-designed apparel later this year at the Six Kings Slam in Saudi Arabia, a new high-profile exhibition where participants earn £1.1 million simply for appearing.
Vuori’s Strategy: Fashion Meets Performance
Founder and CEO Joe Kudla framed Draper as the ideal ambassador for Vuori’s ambitions:
“Jack represents the next generation of tennis—bold, driven, and authentic. We’re thrilled to welcome him to the Vuori family.”
The signing reflects Vuori’s strategy to blend performance credibility with lifestyle relevance, positioning itself alongside disruptors like On and Castore in challenging the dominance of Nike, Adidas, and Lacoste in the tennis apparel space.
Consulting Insight: What This Means for Sportswear Strategy
Vuori’s deal with Draper highlights several key dynamics shaping the future of sportswear in tennis and beyond:
- Athletes as lifestyle icons → Tennis stars are no longer just athletes; they’re cultural tastemakers. Draper’s Vogue cover underlines his crossover appeal.
- Brand disruption in legacy sports → On, Castore, and now Vuori are reshaping a space long dominated by established giants, using agility, design storytelling, and athlete alignment to win share.
- Co-created collections → Giving Draper his own line builds authenticity and revenue potential, reinforcing him as a partner, not just an endorser.
- Global positioning through marquee events → Outfits debuting at the US Open and Saudi Arabia’s Six Kings Slam give Vuori exposure on two of the sport’s biggest stages.
365247 Takeaway
Vuori’s signing of Jack Draper is not just a sponsorship — it’s a strategic brand statement. By betting on a rising star with cultural crossover appeal, Vuori is accelerating its move from niche activewear label to global sports-lifestyle player.
At 365247 Consultancy, we work with brands and athletes to navigate this convergence of performance, culture, and commerce. If you’re exploring athlete partnerships or sportswear market entry strategies, let’s start a conversation. Let’s talk
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