British tennis star Jack Draper joins Burberry’s global family with a high summer campaign that blends heritage, holiday and sun-soaked charm
Burberry’s latest campaign sets sail for summer with a fresh perspective on British style, casting aside gray skies in favor of golden horizons. Titled “Wish You Were Here,” the high summer story unfolds aboard a yacht named Check Mate, where rising tennis star Jack Draper joins Rosie Huntington-Whiteley, Alva Claire and Babacar N’Doye in a sunlit celebration of leisure, escape and distinctly British flair.
The launch coincides with Draper’s official appointment as a Burberry brand ambassador, a move that brings him into the global fold alongside Tang Wei, Zhang Jingyi and Bright. Draper, currently ranked world number seven and the top British player in the ATP rankings, had previously attended Burberry’s Spring 2025 show in London and is now starring in the brand’s seasonal campaign. In one of the key images, he wears a black T-shirt trimmed with Burberry’s signature check and a lightweight khaki jacket—an effortless nod to classic British style.
Daniel Lee, Burberry’s chief creative officer, noted that Draper’s talent and dedication make him a natural fit for the brand. He also described the campaign as a kind of “celluloid postcard,” inspired by vintage yachting and holiday imagery found in the Burberry archive. The goal, he explained, was to capture the spirit of British summer in full swing—complete with idiosyncratic humor and a healthy dose of sun protection.
The campaign’s wardrobe blends heritage and holiday with check swimwear, relaxed shirt dresses and co-ord sets adorned with nautical knot prints. It also reflects CEO Joshua Schulman’s broader strategy to emphasize Burberry’s identity as a modern British icon.
To extend the high summer spirit beyond imagery, Burberry is hosting two experiential pop-ups: one at The Newt in Somerset and another at The Standard in Ibiza. As for Draper, his rising profile—including a recent Masters 1000 win at Indian Wells and growing social following—signals a timely match for Burberry’s forward-looking vision.
