Naomi Osaka: Mental Health, Activism, and Building a Business Empire Beyond Tennis

Published on: May 18, 2025

Naomi Osaka: A Defining Figure Beyond the Tennis Court

Naomi Osaka, a name synonymous with grand slam victories and powerful serves, has transcended the realm of sports to become a prominent voice on mental health, a vocal activist, and a savvy businesswoman. Her journey offers valuable insights into the complexities of modern celebrity, the power of athletes to influence societal change, and the strategies for building a sustainable brand that aligns with personal values. This article delves into the multifaceted world of Naomi Osaka, examining her impact on mental health awareness, her activism on issues of racial and social justice, and her growing business empire.

Mental Health Advocacy: A Catalyst for Change

The Turning Point: Roland Garros 2021

In 2021, Naomi Osaka made a courageous decision that reverberated across the sporting world. She withdrew from the French Open (Roland Garros) citing mental health concerns stemming from mandatory press conferences. This was not merely a refusal to engage with media obligations; it was a declaration that athletes' mental well-being should be prioritized and respected. Prior to the tournament she had released a statement saying she would not be participating in press conferences due to the format negatively impacting her mental health. Her withdrawal resulted in her being fined, and even threatened with expulsion from future grand slam events. Ultimately, she decided to withdraw from the event citing that she never wanted to be a distraction.

The impact of Osaka's actions was immediate and profound. It sparked a global conversation about the pressures faced by elite athletes, the importance of mental health support systems within professional sports, and the stigma surrounding mental illness. Many athletes voiced support for her decision, highlighting their own struggles with anxiety, depression, and the constant scrutiny that comes with fame.

Challenging the Stigma: Opening Up the Conversation

Osaka's openness about her mental health struggles has played a crucial role in destigmatizing mental illness, particularly among young people and marginalized communities. By sharing her personal experiences with anxiety and depression, she has encouraged others to seek help and prioritize their mental well-being. This act of vulnerability humanizes individuals who are often seen as superhuman and untouchable. She has also spoken out about her struggles with media attention. One of her major sources of anxiety and stress stemmed from the pressure to perform well in media interviews and press conferences.

Here's how Naomi Osaka's actions have influenced the conversation:

Increased Awareness: Her story has brought mental health issues into the mainstream media, prompting greater awareness and understanding.
Reduced Stigma: By being open about her struggles, she has helped to normalize conversations about mental health and encourage others to seek help.
Empowerment: Her actions have empowered other athletes and individuals to prioritize their mental well-being and speak out about their own struggles.
Policy Changes: Organizations like the Women's Tennis Association (WTA) have begun to implement policies and provide resources to support the mental health of their athletes.

Osaka has also used her platform to partner with organizations dedicated to mental health awareness and support. She has worked with companies like Modern Health, a mental wellness platform, to provide access to resources and destigmatize seeking help. She has also worked with Nike to promote mental health resources.

The Psychological Impact of High-Pressure Environments

Elite athletes operate in environments characterized by intense pressure to perform, constant media scrutiny, and relentless competition. This can take a significant toll on their mental health, leading to anxiety, depression, burnout, and other mental health challenges. Osaka's experiences highlight the need for greater awareness of these issues and the development of comprehensive mental health support systems within professional sports.

Factors contributing to the psychological impact on athletes include:

Performance Anxiety: The pressure to perform at a high level can lead to intense anxiety and fear of failure.
Media Scrutiny: Constant media attention and criticism can be incredibly stressful and damaging to self-esteem.
Social Media Pressure: Athletes are often subjected to online abuse and negativity, which can contribute to anxiety and depression.
Physical Demands: The rigorous training and competition schedules can lead to physical exhaustion and burnout, further impacting mental well-being.
Isolation: The demanding lifestyle of a professional athlete can lead to social isolation and difficulty maintaining relationships.

The conversation Osaka sparked highlighted the need for professional sports to take a more serious look at the mental wellbeing of players. Many players have said that they feel that they need to be seen as “machines”, and that seeking mental help is a sign of weakness that they are concerned will negatively impact their career.

Activism and Social Justice: Using Her Voice for Change

Black Lives Matter: A Statement on and off the Court

Beyond her mental health advocacy, Naomi Osaka has emerged as a powerful voice for racial and social justice. In 2020, during the US Open, she wore seven different masks, each bearing the name of a Black individual who had been a victim of racial injustice and police brutality. This powerful statement brought global attention to the Black Lives Matter movement and highlighted the systemic racism that continues to plague society. Some of the names on the masks included Breonna Taylor, Elijah McClain, Ahmaud Arbery, Trayvon Martin, George Floyd, Philando Castile, and Tamir Rice.

Osaka's activism extended beyond symbolic gestures. She actively participated in protests, used her social media platforms to amplify the voices of activists and organizations fighting for racial justice, and donated to causes supporting the Black community. She has been quoted as saying that she feels that it is her responsibility to use her platform to advocate for change. She is also very active on social media, posting regularly about current events and social issues. Many have called this use of her platform brave, and even though she has received negative comments at times, she has remained steadfast in using her voice to call for change.

Challenging Injustice: Taking a Stand for What's Right

Osaka's commitment to activism stems from a deep-seated desire to challenge injustice and create a more equitable world. She has spoken passionately about the need for systemic change and the importance of amplifying the voices of marginalized communities. Her activism is not limited to racial justice; she has also advocated for gender equality, LGBTQ+ rights, and other social causes.

Examples of Osaka's activism include:

Speaking out against police brutality: Osaka has consistently used her platform to condemn police brutality and call for accountability.
Supporting Black-owned businesses: She has promoted Black-owned businesses on her social media platforms and encouraged others to support them.
Donating to social justice organizations: She has donated significant sums of money to organizations working to advance racial justice and equality.
Using her platform to educate others: Osaka uses her social media platforms to educate her followers about social justice issues and encourage them to take action.

Osaka's activism has not been without its critics. Some have argued that athletes should focus solely on sports and avoid taking political stances. However, Osaka has remained resolute in her belief that athletes have a responsibility to use their platforms to speak out against injustice and advocate for change. She has said that it is important to her to use her platform to effect change. She has stated, “I’m aware that tennis is what has afforded me this platform, and that is why I use it.”

The Role of Athletes in Social Change

Naomi Osaka's activism highlights the growing role of athletes in social change. In an era where traditional institutions are often viewed with skepticism, athletes have emerged as influential voices on social and political issues. Their platforms, reach, and credibility allow them to raise awareness, mobilize support, and advocate for change in ways that were previously unimaginable. It is important to note that this use of a platform also comes with significant risk. An athlete that chooses to use their platform to advocate for social or political change opens themselves up to scrutiny and judgement. The athlete must take into consideration their personal brand and how their advocacy will be perceived by the public.

Athletes like Osaka are not just role models on the court; they are also role models for social responsibility. By using their voices to speak out against injustice and advocate for change, they are inspiring others to get involved and make a difference. They are also challenging the notion that athletes should remain silent on social and political issues.

Building a Business Empire: Investments and Entrepreneurial Ventures

Beyond Endorsements: Taking Control of Her Brand

Naomi Osaka's success extends beyond the tennis court and into the realm of business. While endorsements have been a significant source of income, she has also strategically invested in and launched her own entrepreneurial ventures, demonstrating a keen understanding of brand building and long-term financial sustainability. She has built a reputation as one of the most marketable female athletes in the world.

Osaka has endorsement deals with major brands such as:

Nike: A long-term partnership that includes her own signature apparel line.
Louis Vuitton: Serving as a brand ambassador for the luxury fashion house.
Tag Heuer: Partnering with the Swiss watchmaker.
Nissan: Representing the Japanese automaker.
Bodyarmor: Invested in the sports drink company, later acquired by Coca-Cola.

Strategic Investments: A Diversified Portfolio

Osaka has made several strategic investments in companies that align with her values and interests. These investments demonstrate her commitment to supporting innovative businesses and promoting positive social impact. She has invested in companies in the fields of technology, sports, and entertainment, demonstrating her broad business interests and her desire to support businesses that align with her values. By investing in a diverse portfolio of companies, Osaka is working to establish herself as a savvy and successful businesswoman.

Notable investments include:

Hyperice: A recovery technology company focused on optimizing athletic performance.
Autograph: A platform for digital collectibles co-founded by Tom Brady.
Sweetgreen: A fast-casual restaurant chain focused on healthy and sustainable food.
Los Angeles Angel City FC: Joined the ownership group of the National Women's Soccer League team.

Hana Kuma: A Media Production Company

In 2022, Naomi Osaka launched Hana Kuma, a media production company in partnership with LeBron James' SpringHill Company. The company aims to tell stories that are culturally specific but universal in their themes, with a focus on empowering women and people of color. The name, Hana Kuma, translates to “flower bear” in Japanese. The goal of this production company is to bring stories to life that are representative of various cultures, and to empower people of color and women in the media and film space.

Hana Kuma represents a significant step in Osaka's evolution from athlete to entrepreneur. It allows her to leverage her platform and influence to create meaningful content that resonates with a global audience. By controlling the narrative and producing stories that reflect her values, she is further solidifying her brand and creating a lasting legacy. The first project from Hana Kuma was a documentary about Patsy Mink, the first woman of color elected to Congress.

Kinology: A Talent Management Agency

Expanding her business ventures, Osaka launched Kinology, a talent management agency. This agency reflects her desire to support and mentor the next generation of athletes and creators. Kinology aims to provide comprehensive support to its clients, including brand building, marketing, and financial management.

Kinology reflects Osaka's commitment to empowering others and creating opportunities for diverse talent. By providing athletes and creators with the resources and support they need to succeed, she is contributing to a more equitable and inclusive entertainment industry. She has stated that she hopes to use this agency to “reshape the idea of athlete representation.”

Key Strategies for Building a Successful Brand

Naomi Osaka's success in building a thriving business empire can be attributed to several key strategies:

Authenticity: Staying true to her values and beliefs.
Strategic Partnerships: Collaborating with brands and companies that align with her vision.
Diversification: Investing in a range of industries and ventures.
Long-Term Vision: Focusing on sustainable growth and lasting impact.
Brand Control: Taking ownership of her narrative and image.

Osaka’s strategy is a smart one; she is clearly thinking long term, and not just looking for short-term profit.

Conclusion: A Legacy of Impact and Inspiration

Naomi Osaka's journey is a testament to the power of athletes to transcend the boundaries of sport and become agents of change. Her openness about mental health, her unwavering commitment to activism, and her savvy business acumen have made her a role model for millions around the world. She’s been named as one of the most influential people by both Time Magazine and Sports Illustrated. Her willingness to speak her mind on topics that are sometimes controversial has not stopped her success in the sports and business arenas.

Her legacy extends beyond grand slam titles and endorsement deals. It lies in her ability to inspire others to prioritize their mental well-being, to stand up for what they believe in, and to pursue their dreams with passion and purpose. As she continues to evolve as an athlete, activist, and entrepreneur, Naomi Osaka's impact on the world will undoubtedly continue to grow.