How Athlete, Activist and Next-Gen Marketing Magnate Naomi Osaka Aces Her Brand Partnerships

The 3-time Grand Slam tennis champ spoke with Adweek about gut-checking endorsements, ignoring trolls and speaking her mind


It would be tough to pick just one career-defining moment in tennis superstar Naomi Osaka’s recent past. There’s the 2018 U.S. Open, where she beat her childhood idol, Serena Williams. She followed up that emotional victory, which she’s called “a little bit bittersweet,” with her first win at the Australian Open in 2019.

And in the wake of those back-to-back Grand Slams, there was her surprise jump from Adidas to Nike in a groundbreaking deal worth $10 million per year.

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This story first appeared in the Nov. 16, 2020, issue of Adweek magazine. Click here to subscribe.