Former Tennis Star Eugenie Bouchard Reveals How Shaving Her Head Cost Her a Rolex Deal After Wimbledon Final Fame in London

When a 20-year-old Canadian walked onto Centre Court at Wimbledon Championships in 2014, few could have predicted how dramatically her life was about to change.

Eugenie Bouchard wasn’t just another promising player. She was suddenly the story of the tournament.

Her run to the final — only her second appearance at SW19 — felt like something out of a movie.

She had already reached the semi-finals of both the Australian Open and French Open earlier that year, but Wimbledon was different.

Wimbledon was iconic.

Wimbledon was global.

She ultimately lost the final to Petra Kvitova, but in many ways, that defeat marked the beginning of something far bigger than a trophy.

Fame Arrived Overnight — And It Was Loud

The aftermath wasn’t just about ranking points or prize money.

It was about headlines, endorsement offers, flashing cameras, and sky-high expectations.

Bouchard’s ranking soared to world No. 5. Brands lined up.

Media outlets outside tennis suddenly wanted her story.

She later described that period as chaotic.

Winning used to feel thrilling, she explained.

Losing used to feel normal.

But after that Wimbledon final? The rules changed.

Winning became the expectation.

Losing became a crisis.

Anything short of a final felt like failure — at least from the outside looking in.

When Mental Health Wasn’t a Public Conversation

Looking back, Bouchard has admitted that 2015 was one of the toughest years of her life.

The pressure that followed her breakout season weighed heavily.

And at that time, conversations around mental health in sports were nowhere near as open as they are today.

Players like Naomi Osaka and Simone Biles have since helped normalize those discussions.

But back then? Seeing a therapist was whispered about.

Talking openly about anxiety or burnout could damage your image.

Bouchard says she suffered in silence.

Admitting vulnerability felt risky.

Weakness, in elite sport, wasn’t something you publicly acknowledged.

The “Rebellious” Haircut That Cost a Rolex Deal

Pressure doesn’t always explode dramatically.

Sometimes it shows up in small acts of rebellion.

For Bouchard, it was a haircut.

While spending time in Miami after an early exit at the Australian Open in 2016, she decided to try something bold — an undercut.

What she envisioned was subtle.

What she got, by her own admission, was half her head shaved.

She joked that the result wasn’t what she had in mind.

But the consequences weren’t funny.

According to Bouchard, Rolex — one of the most prestigious sponsors in sport — chose not to renew her endorsement deal.

She claims the company communicated that the new look didn’t align with its brand image.

It was a stark lesson in how tightly controlled an athlete’s image can be — especially when luxury sponsors are involved.

Marketable, Visible — And Misunderstood

The irony? Just a year earlier, Bouchard had been ranked No. 1 on SportsPro’s list of the World’s 50 Most Marketable Athletes.

She appeared in mainstream magazines. She even featured in the Sports Illustrated Swimsuit Issue — something few tennis players ever do.

Her social media following ballooned.

Today, she still commands over 2 million Instagram followers.

But with visibility came labeling.

Bouchard has spoken candidly about feeling pigeon-holed — reduced to headlines about her looks or her Instagram posts rather than her work ethic or competitive drive.

She insists there are “layers” to who she is, beyond curated photos and sponsorship campaigns.

That tension between athlete and influencer became part of her story.

The Slow Fade and a New Direction

Injuries also played a part in her career trajectory.

A concussion at the 2015 US Open after a locker-room accident disrupted her momentum.

Results became inconsistent. Confidence wavered.

The expectations never really eased.

Last summer, at 31, she retired from professional tennis at the Canadian Open, ending a 16-year career on the WTA Tour.

But she didn’t walk away from sport entirely.

Instead, she pivoted to professional pickleball — a fast-growing sport in North America that has attracted former tennis pros and celebrities alike.

For Bouchard, it represents both a fresh challenge and a lighter spotlight.

Impact and Consequences

Bouchard’s journey highlights several powerful realities about modern sport:

• Early success can create unsustainable expectations.
• Brand partnerships often come with unspoken image rules.
• Mental health struggles can intensify when performance dips after a meteoric rise.
• Female athletes frequently face amplified scrutiny over appearance.

Her experience also reflects a broader shift.

Today’s athletes are more empowered to speak about therapy, burnout, and identity beyond sport.

Bouchard may not have had that support system publicly in 2015, but her openness now contributes to the cultural change.

Financially, losing a luxury deal like Rolex would have been significant.

Symbolically, it reinforced how tightly personal expression can be policed when millions of dollars are involved.

What’s Next?

Pickleball offers Bouchard a chance to redefine herself.

The sport’s media environment is less intense, the expectations more measured.

She continues to grow her personal brand online and remains a recognizable figure in North American sports culture.

There’s also room for her to expand into broadcasting, business ventures, or advocacy around athlete mental health.

Given her candid reflections, she could become a strong voice in conversations about pressure and identity in elite sport.

For now, she seems focused on carving out a new chapter — on her own terms.

Summary

Eugenie Bouchard’s run to the 2014 Wimbledon final launched her into superstardom almost overnight.

But the fame, sponsorship demands, and crushing expectations that followed created emotional strain she wasn’t prepared for at 20.

A rebellious haircut in 2016 symbolized more than just a style change — it reportedly cost her a Rolex deal and underscored how tightly managed athlete branding can be.

Injuries and performance struggles followed, and she eventually stepped away from tennis in her early 30s.

Now competing in professional pickleball, Bouchard reflects on her journey with more perspective — determined not to be defined by one tournament, one look, or one narrative.

Bulleted Takeaways

• Eugenie Bouchard’s 2014 Wimbledon final appearance transformed her life overnight
• She reached a career-high ranking of world No. 5 that same year
• The pressure of expectations significantly impacted her mental health
• She says a dramatic undercut haircut contributed to losing her Rolex endorsement
• Mental health stigma in 2015 made it difficult for her to seek support publicly
• She retired from tennis at 31 after a 16-year professional career
• Bouchard has transitioned into professional pickleball
• She continues to push back against being defined solely by her appearance or social media presence