California-based performance and lifestyle brand Vuori signed Jack Draper from Nike in August 2025 to global headlines. At the time it looked like a masterstroke. He was ranked world No5 and was well placed to challenge Nike’s big two players, Carlos Alcaraz and Jannik Sinner. Combined with his Burberry deal Draper appeared to cement himself as the men’s tennis fashion icon and someone that bridges sport and lifestyle.

Vuori was founded in 2015 and describes themselves as “redefining the traditional concept of sportswear”. Like Draper’s, their rise has been rapid, with a valuation of $5.5bn in 2024 and ambitious expansion plans. Their sports strategy is selective and strategic and their ambassadors are as much about style as substance. Their roster favours emerging talent and Draper sits alongside quarterback Arch Manning, gymnast and influencer Livvy Dunne and surfer Alana Blanchard.

Draper was their first significant step into tennis and the 2025 US Open was seen as the breakthrough moment for the brand. Instead, he was forced to withdraw with an arm injury that saw him miss Wimbledon in 2026 and ultimately end his season early.

So what do you do when your tennis strategy is built on a player that doesn’t step onto the court? Initially they pivoted, focusing on recovery, mindset and hinted at a redemption arc but after his withdrawal from Wimbledon they paused. 

Vuori big decision

Vuori is selling the lifestyle around sport rather than their performance-minded competitors, so the impact is reduced. However, if your five million per annum ambassador is missing in the few moments when tennis crosses into the mainstream then your brand isn’t in the conversation. Vuori is privately owned and so it’s impossible to know what this has meant for sales of their tennis range but it’s difficult to imagine it helping.

A bad year on the court but doesn’t appear to have stopped the momentum off it. They are on track to have 100 stores by the end of the year and recently partnered with Hollywood star Tom Holland to launch their golf range. They have been stealing market share from Lululemon, who have had a turbulent year with falling stock prices and internal debate on the direction of the brand, and the overall trajectory for the company is up. 

Injury is part of sport but when your tennis strategy is built around one major ambassador it doesn’t leave many options. In the short term there is no visible impact but brand and sales metrics lag real world events and with Draper’s return unknown their tennis strategy will be uncertain. If he returns to the top of the rankings then all will be forgotten but if his injuries persist then the brand will need to change their tennis strategy or divert investment into other areas to continue their rise.

Adam Raincock is co-founder of The Space Between agency