British tennis sensation Jack Draper has made a bold move in the world of tennis sponsorships—he’s leaving Nike for Vuori, the California-based athleisure disruptor. Draper’s switch isn’t just about clothing; he will now wear Vuori apparel on court, partnering it with Asics shoes instead of Nike—a noteworthy shift in brand allegiance driven by both style and performance.

This move reflects a growing pattern among top tennis players departing from legacy sports brands in search of fresh and innovative partnerships. For instance, Frances Tiafoe left Nike for Lululemon, and Taylor Fritz made headlines after choosing Boss for his on-court kit, pairing it with Asics shoes. Tennis sponsorships are clearly evolving, and Draper’s choice underscores a generational shift in athlete-brand relationships.

About Vuori & Its Founder

Vuori is a premium performance apparel brand founded in 2015 by Joe Kudla. Inspired by the coastal California lifestyle, Kudla—a former accountant and avid outdoorsman—named the company after the Finnish word for “mountain.” Kudla’s journey from CPA to fashion mogul is a tale of persistence: his passion for quality, sustainability, and versatile activewear has driven Vuori’s meteoric rise, now valued at over $4 billion. The brand stands out for its blend of fitness, surf, and everyday style, quickly attracting athletes who appreciate high-quality gear without loud branding.

Vuori operates more than 50 retail stores with plans to reach 100 by 2026, and its thoughtfully designed apparel is also available at major retailers like Nordstrom and REI. The company is certified Climate Neutral, reflecting a commitment to sustainability and the active-lifestyle ethos that Kudla championed.

Other Vuori-Sponsored Tennis Pros

Draper joins Vuori athletes Marcos Giron and Tristan Boyer—two up-and-coming American professionals who embody the brand’s focus on performance and versatility. Vuori’s foray into tennis sponsorships signals its intent to blend sport-specific innovation with street-ready style, appealing to the new wave of tennis stars.

Draper’s Breakout 2025: Results & Ranking

Draper’s 2025 season has been nothing short of spectacular. He reached the semifinals at the Australian and French Opens, clinched his first Masters 1000 title at Indian Wells by defeating Carlos Alcaraz and Taylor Fritz, and was runner-up in Madrid. These results catapulted him into the ATP top five for the first time, overtaking Novak Djokovic, and he now holds a career-high world No.4 ranking. At Wimbledon, Draper advanced past the first round with an impressive win before injury ended his campaign in round two, but his consistent deep runs this season have solidified his status as one of the brightest stars in British tennis.

Move over, line-call controversies—tennis just got a whole lot fresher. British tennis player Harriet Dart found herself in the middle of an unexpected and, let’s be honest, hilarious controversy at the Rouen Open when she asked the umpire to tell her opponent, French wildcard Lois Boisson, to “wear deodorant.” Yes, you read that right: the drama wasn’t about foot faults or Hawkeye, but about body odor.

“Can You Tell Her to Wear Deodorant?”

During a second-set changeover, with Dart trailing on the scoreboard and perhaps in patience, courtside microphones picked up her plea to the umpire:

“Can you tell her to wear deodorant? She smells really bad.”

The umpire, likely wishing for a mask and a manual on “unexpected umpiring scenarios,” didn’t visibly respond. Meanwhile, Boisson, blissfully unaware, was busy winning the match 6-0, 6-3. As the clip made its way to social

media, tennis Twitter did what it does best: volleyed memes, puns, and hot takes faster than a Rafael Nadal forehand.

Social Media Has a Field Day

Fans wasted no time. One user quipped,

“The smell of victory, literally.”
Another chimed in,
“The only scent here is success.”
And, in a nod to Dart’s rough day on court, a viral tweet read:
“Dart’s game stank more than her opponent.”

Boisson’s Response: “Apparently Need a Collab”

But it was Lois Boisson who truly aced the aftermath. Instead of firing back, she posted a photoshopped image of herself holding a can of Dove deodorant while serving, tagging the brand and writing:

“Apparently need a collab.”
She even added a pair of laughing emojis and prayer hands for good measure. Dove’s official Instagram joined in, reposting the story with the caption:
“Smells like confidence.”

Social media erupted in applause for Boisson’s “mic-drop moment.” As one fan put it:

“Lois Boisson is funny for this. Glad she’s not taking things too personally.”
Another declared:
“That’s the drama I love on the WTA!”

Dart’s Apology: “Heat-of-the-Moment”

Harriet Dart, to her credit, quickly realized she’d served herself a PR double fault. She took to Instagram to apologize:

“I want to apologize for what I said on the court today; it was a heat-of-the-moment comment I truly regret. That’s not how I want to conduct myself, and I take full responsibility. I have a lot of respect for Lois and how she competed today. I will learn from this and move forward.”