![\"Eugenie](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/03\/Eugenie-Bouchard-Wimbledon-2014-6768568.jpg\" "\\"Eugenie")
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Eugenie Bouchard finished runner-up at Wimbledon in 2014 (Image: Getty)<\/p>\n
Eugenie Bouchard has revealed that a \u201crebellious\u201d haircut cost her a lucrative brand deal with Rolex at the height of her career. The retired Canadian tennis player enjoyed a triumphant 2014 season, finishing runner-up at Wimbledon, lifting her maiden title, and cracking the world\u2019s top five.<\/p>\n
But Bouchard struggled with the extra pressure that came after her breakthrough, and decided to rebel. The former world No. 5 unveiled a dramatic new look a couple of years later, and failed to renew her deal with Rolex, receiving a brutal email from the luxury watchmaker.<\/p>\n
The 32-year-old recently opened up on her life and career during an appearance on the Ok Sweetie podcast, where she explained exactly what went down with her sudden hair transformation. After focusing on tennis from such a young age, the Canadian decided that she wanted to rebel, and in 2016, she stepped out with one side of her head shaved.<\/p>\n
Ensure our latest sport headlines always appear at the top of your Google Search by making us a Preferred Source. Click here to activate<\/a> or add us as a Preferred Source in your Google search settings.<\/p>\n \u201cI had a very late rebellious phase. Normally, I feel like that happens in your teens, and so for me, it happened at 22. And I shaved the side of my head,\u201d she explained. \u201cTo be fair, I wanted just a very small undercut thing, and I don\u2019t know what happened, but it was literally half my head. I felt like I looked like a cancer patient, and I was like, this is not the look I was going for.\u201d<\/p>\n Beyond having to live with an unwanted haircut until it grew out, it also literally cost Bouchard, who lost a big brand deal. \u201cIt was way worse than what I intended, but it caused me to not get my Rolex deal renewed. I think they sent an email to my agent along the lines of like, \u2018Oh, this doesn\u2019t align with our brand\u2019, or something like that,\u201d she revealed.<\/p>\n That wasn\u2019t all Bouchard did during her anarchic phase. The 32-year-old also got a temporary tattoo inspired by another famous Canadian, Justin Bieber. She continued: \u201cAnd then I got a temporary tattoo as well, like a henna tattoo or something like that. It was on my forearm. This is so cringe\u2026 This is so embarrassing. It was, like, a crown, because Justin Bieber has one of those, like a crown. I was looking for inspiration, and I just looked at his tattoos, and I saw it. I thought it was kind of cool.\u201d<\/p>\n Throughout her career, Bouchard has received more attention over her appearance than most tennis players. She\u2019s posed for the likes of Sports Illustrated\u2019s Swimsuit Issue \u2013 and the undercut and tattoo were her way of hitting back at those stereotypes. \u201cI was like, okay, this is my appearance now. Like, F you,\u201d she said.<\/p>\n Eugenie Bouchard shaved half of her head during a ‘rebellious’ phase aged 22 (Image: Instagram @geniebouchard)<\/p>\n The 2014 Wimbledon<\/a> finalist also explained that she was more of a \u201ctomboy\u201d when she was younger, something which changed as she got older, and thanks to her sisters\u2019 influence. \u201cIt\u2019s an interesting mix when you become a female athlete, which is very much like tomboy and things like that,\u201d she explained.<\/p>\n \u201cI\u2019m like, but wait, I still want to look cute on the court. I want to wear a cute outfit. I still want to wear heels and go out at night. You don\u2019t have to be this, like, stereotypical female athlete, tomboy vibe. And I think that was interesting for people, you know?\u201d<\/p>\n That mentality didn\u2019t always serve Bouchard well with the public, and during her career, there was plenty of focus on the Canadian\u2019s off-court style choices, brand deals and appearances. But she doesn\u2019t agree with the scrutiny she received. \u201cThe big thing I feel like people hated on was doing stuff outside of tennis,\u201d she added.<\/p>\n \u201cAnd I just remember feeling bad about getting that hate and not understanding it, because I was like, hey, if Vogue went up to you and said, \u2018Hey, do you want to be in our magazine?\u2019 You would say yes. So I got all these cool opportunities because of my success in tennis, and I was just saying yes to them. And it\u2019s like, why should I keep myself in a little box and stay in my lane and not take advantage of opportunities that, first of all, come from this amazing sport that I\u2019ve dedicated my whole life to? And back in the day, it was more, stay in your lane. And I just find it hilarious now.\u201d<\/p>\n Bouchard ultimately ended her professional career at last year\u2019s Canadian Open, though she has been a professional pickleball player since 2023 and previously joined Tennis Channel\u2019s commentary team.<\/p>\n EXPRESS SPORT ON FB! Get all the best sports news and much more on our Facebook page<\/a><\/p>\n Stay up-to-date with the latest Tennis news Join us on WhatsApp<\/a><\/p>\n![\"Eugenie](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/03\/Eugenie-Bouchard-shaved-head-6768576.jpg\" "\\"Eugenie")
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