Emma Raducanu recently appeared in Evian's new "Mountain of Youth" advertising campaign, timed just ahead of her return to Wimbledon. The campaign was launched as she described 2024 as offering a "fresh start" in her tennis career. The former U.S. Open champion, aged 21, is featured wearing tennis attire and later in fluffy bear legs attire, reflecting the whimsical theme of the campaign. She played tennis with Frances Tiafoe, the 26-year-old American professional and star of Netflix's tennis series "Break Point," who has also joined as a new ambassador for Evian.
The "Mountain of Youth" campaign celebrates the brand's heritage in the French Alps, where Evian has sourced its mineral water for the past 15 years. This collaboration highlights a continuity in Raducanu's partnership with Evian, which began two years ago after her U.S. Open victory in 2021. That win catapulted Raducanu to prominence in British sports, leading to endorsements with major brands like Nike and Christian Dior.
The campaign reintroduces Evian's "Live Young" slogan, promoting wellness and a joyous, youthful mindset through hydration. Other sports figures featured in the campaign alongside Raducanu and Tiafoe include French golf champion Céline Boutier and tennis player Stan Wawrinka.