Vuori makes a play for a slice of the tennis market with Jack Draper

California-based performance and lifestyle brand Vuori is looking to expand its reach and take a slice of the tennis market by announcing a multi-year deal with British tennis star Jack Draper ahead of the US Open in New York.

In a statement_ Vuori said the move would expand its athlete roster_ which also includes American football tight end Colston Loveland and freestyle skier Thibault Magnin_ as well as mark its “accelerated push into tennis_” as it looks to expand its global reach and influence across sport_ style and wellness.

Joe Kudla_ founder and chief executive of Vuori_ said: “Jack represents the next generation of tennis - bold_ driven_ and authentic. We_re thrilled to welcome him to the Vuori family.”

Draper_ the top-ranked British tennis player_ who is currently world number five_ will serve as a global brand ambassador and wear Vuori at this year_s US Open Tennis Championships. He will also develop a “signature line” with Vuori to be launched at a later date. The move will see the star stepping away from wearing Nike_ which he wore during Wimbledon this summer.

Commenting on the partnership_ Draper added: "For me_ style is about how you carry yourself_ what you wear_ and owning who you are without hesitation. As I've grown up_ I've really embraced style as a form of self-expression_ and whether it's shaving my head or trying something bold_ I just go for it.

“That's why collaborating with Vuori is so exciting. It's a chance to create something innovative_ performance-driven_ and authentic_ with no compromises."

Vuori names British tennis star Jack Draper as a brand ambassador

For Vuori_ expanding into tennis is a natural progression for the performance lifestyle brand founded in 2015 by Kudla in a humble garage office just two blocks from the ocean in the beachside town of Encinitas_ California. The brand has a fabric-first approach towards creating premium performance apparel and elevated everyday styles_ and in recent years has added womenswear_ gymwear and lifestyle clothing.

Its signature menswear products_ including the sleeveless viewpoint muscle tank_ crafted in a breathable four-way stretch performance mesh designed to allow free movement_ and its Kore shorts with a classic athletic fit_ falling just above the knee_ have been used for playing tennis by amateur players around the world_ and now with Draper wearing them in his debut campaign for the brand it adds authenticity to Vuori_s global ambitions. The brand has also been adding tennis-specific clothing for women_ including skirts and dresses.

Choosing Draper to front its expansion into tennis is a clever choice for Vuori. The British star is extremely marketable; he has a modelling contract with the prestigious IMG models_ was named as an ambassador for luxury heritage fashion house Burberry earlier this year_ and has been featured in fashion magazines_ including Vogue and Esquire.

He is also at the forefront of a new crop of tennis stars alongside Carlos Alcaraz and Jannik Sinner_ and joins other players such as Taylor Fritz_ who also left Nike for a deal with German fashion brand Boss_ and Frances Tiafoe_ who left Nike and signed with Lululemon.

The news also follows a year of international expansion for the US brand. Currently_ Vuori is available in more than 18 countries worldwide_ and will surpass its 100-store milestone globally by the close of 2025_ including locations in the US and the UK. By 2026_ the brand will have a total of 15 stores outside the US as it continues to push forward with an international mindset.

In July_ Vuori said it was adding new brick-and-mortar stores across Asia_ with its first locations in Seoul_ South Korea_ in September through a franchise partner_ followed by another debut location in Beijing_ China_ this October_ alongside an expansion of its digital footprint with a rollout of its e-commerce platform across Sweden_ Norway_ Denmark_ Finland_ Switzerland_ Spain_ Italy_ Belgium_ Austria_ Portugal_ and Japan.

The activewear brand also announced a partnership with the Gerber-Crawford family in May 2025_ which tapped supermodel Cindy Crawford and her husband Rande Gerber_ alongside their model children Presley Gerber and Kaia Gerber as ambassadors_ as well as contributing to shaping Vuori as creative_ strategic and financial partners.