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Tennis sensation Emma Raducanu hits back at criticism of being ‘distracted’ in new Nike ad

Emma Raducanu has hit back at criticism of being “distracted” by lucrative out-of-court endorsement deals in a new Nike ad.

The tennis star, who lives in Kent, has made a rapid rise to the A-list celebrity following her US Open victory in September and has since been invited to be ambassadors for a range of luxury brands.

In November, however, she was criticized by Eddie Jones, who said: “The most important thing for good young players is distraction. There’s a reason the young girl who won the US Open didn’t fare so well after that.

“Where’d you see her on the front page of Vogue and Harper’s Bazaar or whatever, dressed in Christian Dior clothes.”

In the ad, which Emma shared on her Instagram page, she can be seen racing across a court decorated with the words ‘fluke’, ‘one hit wonder’ and ‘distracted’.

The tennis star shared the ad days after she suffered a horrific defeat in her first match of 2022, winning just one match against Elena Rybakina, less than a week before the start of the Australian Open.

Emma Raducanu has hit back at criticism of being 'distracted' by lucrative out-of-court endorsement deals in new Nike ad

Emma Raducanu has hit back at criticism of being ‘distracted’ by lucrative out-of-court endorsement deals in new Nike ad

In the ad, which Emma shared on her Instagram page, she can be seen racing across a court decorated with the words 'fluke', 'one hit wonder' and 'distracted'

In the ad, which Emma shared on her Instagram page, she can be seen racing across a court decorated with the words ‘fluke’, ‘one hit wonder’ and ‘distracted’

As the ad comes to an end, the tennis sensation looks straight into the camera before the words appear on the screen: “World off, game on.”

The British teenager produced one of last year’s sporting tales as she navigated the qualifying rounds in New York and stormed all the way to the final, beating Canadian Leylah Fernandez 6-4, 6-3 to claim her first Grand Slam title. won. , as well as £1.8 million in prize money.

The first British woman in 44 years to win a Grand Slam singles title did not drop a set during the tournament.

Raducanu achieved celebrity status with her first Grand Slam win over Flushing Meadows, with brands lining up to offer her sponsorship deals and a myriad of magazines featuring her on the front cover.

Raducanu achieved celebrity status with her first Grand Slam win over Flushing Meadows, with brands lining up to offer her sponsorship deals and a myriad of magazines featuring her on the front cover

Raducanu achieved celebrity status with her first Grand Slam win over Flushing Meadows, with brands lining up to offer her sponsorship deals and a myriad of magazines featuring her on the front cover

Emma Raducanu’s VERY Impressive Sponsorship Deals

Raducanu achieved celebrity status with her first Grand Slam win over Flushing Meadows, with brands lining up to offer her sponsorship deals and a myriad of magazines featuring her on the front cover.

Since winning in September, the teen has announced deals with:

Dior – In her new role, the teen represents Dior Creative Director Maria Grazia Chiuri’s womenswear collections and the luxury brand’s skincare and makeup line

Tiffany & Co. – Brand Ambassador in deal worth £2 million

Sports Direct – Face of £6 million Christmas campaign. Teen was joined by Euros pals Jack Grealish and a roster of Britain’s top young sports stars in the advert.

Evian – The teen becomes the new watermark ambassador alongside Dua Lipa, Maria Sharapova and Ella Chen

British Airways – Global Brand Ambassador

Days later, she was among the A-list elite at New York’s Met Gala – the biggest night in fashion.

She stood for the occasion in a gorgeous midriff-bare, monochromatic Chanel outfit complete with pearls around her waist and Tiffany diamonds in her ears.

Invited in person by Vogue chief Dame Anna Wintour, she sat at the $500,000 Chanel table with his famous ambassadors – sparking speculation that she would join them as ambassador.

Meanwhile, the teen was revealed as the face of jewelry brand Tiffany and Co in a deal estimated to be worth more than £2 million.

And in October, she became the latest celebrity to be announced as an ambassador for the high-end fashion house Dior.

In the role, the teen represents Dior Creative Director Maria Grazia Chiuri’s women’s collections and the luxury brand’s skincare and makeup line.

It is unknown how much Emma will be paid for her role as Dior ambassador.

She has since struck deals with Evian and appeared as the face of Sports Direct’s 2021 Christmas campaign.

The tennis star has been billed as a ‘sponsored dream’ and is on track to become the highest-earning female athlete of all time.

She was also reported to have laid the foundation for her potential earnings at age 17, by registering Harbor 6 Limited to manage her finances.

However, Emma’s first appearance this year resulted in such a short-lived thump that she went straight to the practice courts afterward.

It was all too clear how many holes Raducanu has to fill her game as she lost 6-0, 6-1 in just 55 minutes to number 13 Elena Rybakina of Kazakhstan at the Sydney Tennis Classic earlier this week.

Based on this evidence, Raducanu cannot be expected to survive the first week at Melbourne Park – although she will be spared a seed to meet someone of this caliber in the opening rounds of the tournament.

Emma further cemented her position as a household name when she was revealed as the face of Sports Direct's 2021 Christmas campaign earlier this month.

Emma Raducanu has been unveiled as Evian's new global brand ambassador - after the tennis sensation was signed on to represent high-end labels Dior and Tiffany & Co

Emma further cemented her position as a household name when she was revealed as the face of Sports Direct’s 2021 Christmas campaign (left) and a global brand ambassador for Evian (right)

Despite winning lucrative sponsorship deals, the US Open champion was beaten in straight sets by Elena Rybakina of Kazakhstan

Despite winning lucrative sponsorship deals, the US Open champion was beaten in straight sets by Elena Rybakina of Kazakhstan

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