With a deep run at the Australian Open, Elina Svitolina is already hitting it big with Diadem
The Ukrainian star starts a new chapter in her career this year as brand ambassador and business partner of the upstart racquet sports manufacturer.
Throughout her career, Elina Svitolina has proven to be one of the more reliable performers on the WTA tour. The 30 year-old finds herself in her 12th career Grand Slam quarterfinal at this year's Australian Open, highlighted by a third-round upset win over fourth seed, Jasmine Paolini. All of this is coming in her first tournament back after foot surgery that ended her 2024 season prematurely. While it’s perhaps an unexpected result, it's not out of character from one of the game’s great competitors.
What has been a bit of a surprise, though, is Svitolina is doing it with brand-new equipment.
A long-time Wilson player, the Ukrainian started the season using the soon-to-be-released Diadem Axis 98 racquet. The frame is designed to optimize swing speed and spin generation to produce powerful and heavy shots. Svitolina will also use Diadem string, bags and overgrip.
"The Axis 98's innovative design perfectly complements my aggressive baseline game," said Svitolina in the press release announcing her endorsement.
"During playtesting, I immediately noticed how the Precision + Strike Zone technology enhanced my ability to generate spin, especially on my forehand. The racquet's stability and control allow me to play in crucial moments confidently."
The switch is also notable because Diadem is not a household name. Started just a decade ago, the Florida-based company first made inroads in the tennis marketplace with its innovative strings. Solstice Power, a star-shaped co-polyester designed to put heavy spin on the ball, is one of their more popular models. Its properties would make it a perfect complement for a frame like the Axis 98.
Diadem went on to produce several racquet lines—such as the Nova and Elevate—balls, apparel, accessories and recently released the Court Burst, it’s first shoe. It also offers numerous products in the pickleball space. Having someone with Svitolina’s pedigree using and believing in its equipment bolsters Diadem’s credibility with other top players and consumers.
Additionally, the former world No. 3 will contribute to developing her own signature lines, which are due out later this year.
"Elina was the exact fit for what we were looking for, as her knowledge and expertise go well beyond the tennis court," says Steven Milo, Director of Global Tennis for Diadem Sports. "As a smaller racquet brand, Diadem offered a dynamic and creative long-term partnership that matched Elina's needs. The partnership will far exceed the typical athlete/sponsor relationship and we look forward to building something very special with Elina."
Svitolina next plays Madison Keys—who also recently switched from Wilson to a Yonex frame—for a spot in the Australian Open semifinals.