Nike fading in tennis? From Roger Federer to Coco Gauff, 5 stars who quietly left the brand

Some of the most iconic players in tennis, including Roger Federer, Serena Williams, Maria Sharapova, and Rafael Nadal, among others, were sponsored by Nike. The brand was among the first to make the sport glamorous with its unique designs.

Many players aspired to sign with them, and they remain a viable option for many. However, Nike's hold over tennis players and its fanbase seems to be diminishing every year. Many big names in tennis have left the brand in search for better deals elsewhere.

Nike's recent kits have also been criticized for being bland. They've also reduced their investment in tennis over the last few years. Aryna Sabalenka jokingly expressed her displeasure with them as well, after coming to know she wouldn't be getting custom kits next season.

As the exodus of top tennis players continues from Nike, here's a look at five prominent names who have ditched the brand in recent years:

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#1. Roger Federer

Roger Federer was scooped up by Nike as a junior player, bringing him into their fold in 1994. He soon became the face of their brand, along with fellow greats Rafael Nadal and Serena Williams. His achievements led to custom kits designed especially for him.

However, when Federer's contract with Nike expired in March 2018, he didn't bother to renew it. He instead opted to go with the Japanese brand Uniqlo. Money was definitely a factor. The new deal endowed the Swiss ace with $30 million per year for 10 years, compared to the $10 million a year he was making with Nike.

While Federer didn't win any Majors decked in Uniqlo, he still won some important tournaments, such as the Miami Open. He also reached the Wimbledon 2019 final. He continues to remain with Uniqlo even after his retirement in 2022.

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#2. Iga Swiatek

Iga Swiatek at the Wuhan Open 2025. (Photo: Getty)

Iga Swiatek was endorsed by Nike at the very start of her career. She won the girls' singles title at Wimbledon 2018 while wearing Nike. 2019 was her first full season on the WTA Tour as a pro, and she was still with the American brand.

However, Swiatek parted ways with Nike and signed with Asics in 2020. She didn't feel she was prioritized with the former brand, and left for greener pastures. She then left Asics for Roger Federer's own brand, On, in 2023, and remains with them to this day. She became the first female player to be signed by Federer's brand, and gets her own custom kits for most tournaments.

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#3. Coco Gauff

Just like her rival Iga Swiatek, Coco Gauff was also a part of Nike's roster as a junior. Her breakthrough came at the French Open 2018, where she won the girls' singles title. A few months later, she left Nike for New Balance, signing the biggest contract of her life at that time at just 14 years of age.

Gauff has become the leading face of New Balance over the years. She is heavily promoted by the brand, and they make sure that their outfits are always on point. The Italian luxury brand Miu Miu also partnered with New Balance this year to design exclusive kits for the young American. This wouldn't have been possible for her if she was still with Nike.

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#4. Elena Rybakina

Elena Rybakina at the WTA Finals 2025. (Photo: Getty)

Like many of her peers, Elena Rybakina's tennis journey also started in Nike outfits. However, their partnership fizzled out pretty quickly. The Kazakh didn't attain any of her notable career milestones while dressed in Nike.

Rybakina signed with Nike's main competitor Adidas at the start of 2020. She remained with them for three years before moving on to the Japanese brand Yonex. The French Open 2023 marked her first tournament while wearing Yonex.

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#5. Emma Raducanu

Asics was Emma Raducanu's first clothing and footwear sponsor before she moved on to Nike in 2018. She has remained with them ever since. The Brit stormed to her maiden Major title at the US Open 2021 in memorable fashion, coming through the qualifying rounds and not dropping a set across her 10 matches.

Raducanu remains the only qualifier to have won a Major thus far. Her brand value skyrocketed in the wake of her historic triumph at the US Open. Her deal with Nike was tweaked to factor in her newfound stardom, and other high-profile brands also flocked to her.

Raducanu has struggled to match those highs since then. Recurring injuries have hindered her since her breakthrough in New York. She remained healthy for most of 2025, and returned to the top 30 of the rankings.

However, if rumors are to be believed, Raducanu could be on the verge of ditching Nike. According to tennis podcaster Ben Shapiro, the 23-year-old is in talks with Uniqlo, and could debut in their kit as soon as the start of the 2026 season.

Neither her nor her team have confirmed the same, but the news has gained considerable traction over the past few days. The combined star power of Raducanu and Federer would be huge, making this a sensible move on Uniqlo's part.