LOS ANGELES — In today’s world of celebrity branding, captions speak louder than words. But Naomi Osaka’s are decidedly understated.
“Keep on keeping on,” the 23-year-old tennis champion posted on Instagram under two on-court photos after making it through the fourth round of the Australian Open (which she went on to win).
For a slide show that began with a shot of the Metropolitan Museum of Art, whose Costume Institute Gala she will co-chair, in September: “oh we lit.”
Below a portrait of herself draped in Louis Vuitton and Nike (both sponsors of hers), simply: “yo.”
Her nonchalance, perhaps, is a way of guarding herself on social media, where many more loquacious celebrities have made unforced errors.
business is boomin’. Ms. Osaka is covering everything from ears to rears, making headphones with Beats, athleisure with Nike and denim with Levi’s. Dresses? She designed them with Adeam, a Japanese-American brand. Swimwear? She crafted a collection with Frankies Bikinis.
In April, she announced that she would serve as C.E.O. of her own company: Kinlò, a line of skin care made for people with melanated skin tones, produced with GoDaddy. According to Forbes, she made $37.4 million in endorsements and tournament prizes between May 2019 and May 2020, the most a female athlete has ever earned in a single year.
pain medication, watches (which Ms. Osaka also does, for Tag Heuer) and the ever-changing category of fast food. On a Monday in March, Ms. Osaka found herself in the Los Angeles test kitchen of the chain restaurant Sweetgreen, the Supreme of salad, trying to wrap her head around the notion that one of the restaurant’s dressings — rémoulade — would soon be disappearing from the menu.
“What’s in it that makes it seasonal?” Ms. Osaka said.
“The pickles,” said Katelyn Shannon, a research and development chef of Sweetgreen.