Naomi Osaka, a four-time Grand Slam champion and former world No. 1, announced she will part ways with Evolve, the sports agency she co-founded with agent Stuart Duguid in 2022. The announcement came via social media late December, as the boutique agency’s initial three-year term concluded.
Why Evolve was founded
Osaka launched Evolve after leaving IMG at the end of 2021, seeking greater control over her business partnerships. The agency aimed to follow in the entrepreneurial footsteps of athlete-led ventures like Team8 (Federer/Nadal) and Thirty Five Ventures (Durant). Evolve attracted high-profile clients: Nick Kyrgios, Aryna Sabalenka, Ons Jabeur, Iva Jović, Eva Lys and Anna Kalinskaya.
Osaka’s role and 2025 season
Osaka expressed gratitude for the journey with Evolve: “It’s been a great run and I’m so grateful for all the memories shared,” she said. On court, she enjoyed a strong 2025 season, reaching finals in Auckland and Montreal, and making a US Open semifinal, finishing the year ranked No. 16.
What’s next
Reports suggest Osaka may return to IMG, where Duguid previously managed her. She did not confirm a destination but promised fans they “will hear it from me” when she decides. Duguid’s next move remains unclear – he declined to comment.
Wider implications
Evolve had a boutique model, not aiming to expand aggressively, focusing instead on top-tier clients seeking more autonomy. The agency also produced events like the Battle of the Sexes and hosted tennis exhibitions – efforts that draw scrutiny for their impact on WTA tour priorities. Its female leadership set a precedent in a male-dominated athlete-management space.
AloJapan.com