Left: Simone Biles (Photo: Mandarin Oriental), Right: Emma Raducanu (Photo: Uniqlo)
Women’s sport is no longer a niche pursuit. Its rapid rise in popularity has brought long-overdue visibility to elite female athletes, opening the door to major partnerships with brands and organisations around the world.
For many years, access to high-profile sponsorships and endorsements had not always reflected the full diversity of talent in women’s sport. But as the commercial landscape expands, conversations about representation and equity are growing alongside it.
That is why the increasing visibility of diverse sporting figures feels so significant. Success on the podium now offers opportunities that extend well beyond competition, creating platforms for influence, advocacy and meaningful impact. Here are two athletes whose achievements have translated into a cultural influence that reaches far beyond their respective sport.
Balance in Wellness
A seven-time Olympic gold medallist and one of the most decorated gymnasts in history, Simone Biles has long spoken about the importance of harmonising elite performance with mental fitness. That focus aligns naturally with Mandarin Oriental Hotel Group, which operates luxury hotels, resorts and residences worldwide, and places a strong emphasis on holistic guest experiences. The American’s appointment as the brand’s first-ever Global Wellness Ambassador presents a strategic move in positioning the company as an authority in comprehensive well-being.
Working alongside the group’s Wellness Board, Biles will contribute her perspective to a range of initiatives, from global campaigns to the development of programmes that merge physical, mental and emotional health.
During a visit to Mandarin Oriental, Milan, in February, she described the collaboration as a shared commitment to inner and external balance.
“I’m honoured to work with a brand that truly understands and supports that belief in providing guests with holistic wellness offerings,” she said.
To mark this milestone, the Milan property introduced two limited-time experiences inspired by Biles. The Double-Double Glow spa treatment — a nod to her signature beam dismount — combines a targeted body massage with a hydrating facial. Meanwhile, the Champion Chip cookie, prepared under the guidance of the hotel’s culinary team, reflects her balanced approach to nutrition, where discipline and enjoyment coexist.
According to Alex Schellenberger, the group’s chief brand and marketing officer, the joint effort represents a more integrated model of working with global talent — one that extends beyond traditional endorsements. As part of the partnership, Mandarin Oriental and Biles will also support Laureus Sport for Good, which uses sport to empower young people in under-resourced communities.
At its core, the collaboration centres on a simple message Biles has consistently championed: the value of rest, recovery and long-term health.
Clothing + Community
Emerging from her achievements on the court is Emma Raducanu’s collaboration with Uniqlo, where she serves as a global brand ambassador, further expanding the visibility of women in sports. Raducanu is Britain’s top-ranked female tennis athlete and the 2021 US Open winner, the nation’s first woman to win a Grand Slam since 1977.
Representing Uniqlo throughout her international career, she is the only female player — joining Roger Federer and Shingo Kunieda, as well as actress Cate Blanchett — to partake in this ambassador programme, fostering brand awareness and cementing herself as a young influential figure.
As a result of this partnership, she has participated in the creative process of designing her on-court ensemble for the Indian Wells Open in the US — happening until March 15 — promoting its LifeWear catalogue.
The clothing line of the Japanese international retailer is recognisable from its simple and high-quality garments used for everyday wear that are detailed-oriented, timeless and constantly evolving. LifeWear’s emphasis on pursuing excellence while contributing to society underpins this versatility and practicality.
Koji Yanai, group senior executive officer at Uniqlo’s parent company Fast Retailing Co, says: “We are honoured to welcome Raducanu to Uniqlo as a global brand ambassador. Even under intense pressure, she consistently demonstrates a bold and proactive mindset, embracing challenge with determination. Off-court, she is an intelligent and well-read young person who values her connection to family and friends. We believe she will be an exceptional ambassador and look forward to making positive change together in the world.”
Raducanu expresses enthusiasm in collaborating with a team that reflects her own values and outlook on life, culture and society, and is dedicated to inspiring and engaging young people across the globe.
Her interest coincides with the apparel company’s pledge to support community engagement and development initiatives worldwide. She will be involved in the Uniqlo Next Generation Development Programme, which provides coaching events for young tennis players.
She will also support undertakings such as Uniqlo Peace for All, a project that channels profits to international humanitarian organisations; as well as The Heart of LifeWear, which donates thermal clothing to refugees and internally displaced people globally.
Raducanu’s commitment to pairing success with positive impact parallels Uniqlo’s own mission, which makes for an exciting partnership.
This article first appeared on March 9, 2026 in The Edge Malaysia.
