{"id":502266,"date":"2026-02-27T04:05:14","date_gmt":"2026-02-27T04:05:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/502266\/"},"modified":"2026-02-27T04:05:14","modified_gmt":"2026-02-27T04:05:14","slug":"eugenie-bouchard-says-viral-haircut-cost-her-rolex-deal","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/502266\/","title":{"rendered":"Eugenie Bouchard says viral haircut cost her Rolex deal"},"content":{"rendered":"

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Sports<\/a>Tennis<\/a><\/p>\n

Canadian tennis sensation Eugenie Bouchard, who retired last year, says her viral haircut led to losing Rolex sponsorship<\/p>\n

Published Feb 26, 2026 \u00a0\u2022\u00a0 Last updated 6\u00a0hours ago \u00a0\u2022\u00a0 2 minute read<\/p>\n

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\"CanadianCanadian tennis star Eugenie Bouchard poses for a selfie. Genie Bouchard\/InstagramArticle content<\/p>\n

Eugenie Bouchard reached the top of the tennis world before the weight of expectations became too much for the Canadian sensation.<\/p>\n

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Bouchard revealed the chaos that enveloped her life after making the 2014 Wimbledon final at just 20 years old triggered a \u201crebellious phase,\u201d which caused her career to spiral.<\/p>\n

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Bouchard, who retired from professional tennis after last summer\u2019s Canadian Open at just 31 years old, opened up about the trials and tribulations that came with her sudden rise to fame a decade ago.<\/p>\n

\u201cAfter that (Wimbledon) final, my life became chaotic: Media attention, sponsors, changes on every level,\u201d she told the Tennis Insider Club, per the Daily Mail<\/a>. \u201cEverything around me changed, which didn\u2019t help short-term, plus the weight of expectations.<\/p>\n

\u201cBefore, winning was amazing and losing normal \u2013 now winning was expected, losing a catastrophe. Anything short of a final was failure.\u201d<\/p>\n

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Bouchard rose to stardom by reaching the Wimbledon final as well as the semifinals of the Australian Open and French Open in 2014. While she ultimately lost at Wimbledon to Petra Kvitova, she became a near-instant online sensation<\/a>.<\/p>\n

Bouchard was \u2018suffering a lot\u2019<\/p>\n

After reaching a career-high No. 5 world ranking, Bouchard admitted that expectations took a toll on her mental health.<\/p>\n

\u201cAfter an excellent 2014, 2015 was very difficult for me,\u201d she said. \u201cIt was tough because mental health wasn\u2019t discussed like it is today and back then I was suffering a lot \u2013 I simply didn\u2019t dare talk about it.<\/p>\n

\u201cEven admitting you saw a therapist was strange. People thought you were crazy or weak. I\u2019m happy it\u2019s become a completely normal topic, glad things have changed, but I went through a very difficult period and couldn\u2019t talk about it.\u201d<\/p>\n

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\"Retired Retired Canadian tennis star Eugenie Bouchard poses for a selfie while on vacation. InstagramHow did a haircut cost Bouchard big?<\/p>\n

With the increased pressure and scrutiny, Bouchard began to express herself in \u201crebellious ways\u201d \u2013 including going viral with a controversial haircut by shaving an under-cut.<\/p>\n

\u201cTo be fair, I wanted a very small under-cut thing,\u201d she said on the Ok Sweetie podcast. \u201cI don\u2019t know what happened, but it was literally half my head.\u201d<\/p>\n

\"Eugene Eugene Bouchard during the red carpet arrivals ahead of the NBA Celebrity game in 2016 in Toronto, Ont. Dave Abel\/Toronto Sun<\/p>\n

It was this drastic change that caused her to lose a key sponsorship deal.<\/p>\n

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\"Retired <\/p>\n

Eugenie Bouchard turns heads with steamy bikini vacation posts on Instagram<\/p>\n

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Sportsnet serves up embarrassing double fault on inept coverage of National Bank Open<\/p>\n

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\u201cI feel like I look like a cancer patient. I was like, \u2018This is not the look I was going for.\u2019 It was way worse than I intended, but it caused me not to get my Rolex deal renewed,\u201d she said.<\/p>\n

The Montreal native claimed the luxury watch maker emailed her agent to suggest that the new look \u201cdid not align\u201d with the company\u2019s public image.<\/p>\n

Since retiring, Bouchard has turned to playing professional pickleball while also maintaining a massive online following. She still boasts more than 2.3 million followers on Instagram, keeping them update to date with all of her adventures around the world<\/a>.<\/p>\n

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