Jack Draper, the British tennis star (and occasional model), is no stranger to changing up his look. He describes himself as a bit of a chameleon. He will be “clean and cut” and “smart” one day, he said, and then a bit “ragged” the next. And he has routinely turned his hair into a canvas for self-expression.
But in recent weeks, as he slipped into some threads from Vuori, an apparel brand based in California, Mr. Draper acknowledged that it felt strange. As one of the top young players in the game, Mr. Draper, 23, had practically grown up wearing Nike, a longtime sponsor.
“You’re used to seeing yourself a certain way, and now other people are seeing you differently, too,” he said in a recent interview. “That sort of makes them curious: ‘What’s this brand?’”
On Tuesday, in a move that coincides with Mr. Draper’s appearance at the U.S. Open later this month, Vuori is set to announce its new, multiyear partnership with him as a global brand ambassador. As a part of the deal, Mr. Draper will have his own signature line.
For Vuori, outfitting someone like Mr. Draper in his on-court attire represents a bold leap into the world of high-level professional sports — a departure from its reputation as an athleisure brand.
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