Outside expert tennis circles, 20-year old Naomi Osaka was relatively unknown when Citizen signed her as a brand ambassador in 2018.
The Japanese athlete promptly repaid the investment by bagging the US Open title.
Now with three grand slam titles under her belt, Ms Osaka has been lured away from her role with Citizen to become the latest brand ambassador for TAG Heuer.
Still only 23, TAG Heuer says she is redefining her sport while using her influence and personal style to ignite conversation on a global stage.
Ms Osaka was the first Asian woman to hold the number one position in singles, and the first Japanese player ever to win a Grand Slam event: the U.S. Open in 2018. That was followed by her Australian Open championship in 2019 and a second U.S. Open title in 2020.
“We are very proud to have Naomi join the TAG Heuer family. Her athletic record and commitment to excellence are outstanding but even more impressive is her passionate spirit and drive for advocacy which is an inspiration to so many. We are excited to support Naomi as she kicks off her 2021 season and prepares for her Olympic debut,” says Frédéric Arnault, CEO of TAG Heuer.
Ms Osaka adds: “I’m excited and honored to join TAG Heuer as brand ambassador. It’s a partnership and friendship that exemplifies our shared mindset and values. The brand’s trailblazing approach with their ‘Don’t crack under pressure’ motto speaks to the way I live my life both on and off the court.”