Luke Littler signs £200,000 deal with Boohoo

Luke Littler, an 18-year-old darts champion, has signed a one-year deal with fashion brand Boohoo. The contract is worth around £200,000. This makes him the latest addition to a group of well-known ambassadors, including Khloe Kardashian and Jack Grealish. Littler, known as "The Nuke," expressed his excitement about the partnership. He stated that Boohoo understands his style and has been supportive of his career. He hopes to create connections with both darts fans and fashion lovers through this collaboration. Although he may not fit the traditional male model image, insiders believe Littler brings a unique charm that appeals to young men. His popularity in darts, a sport that reaches diverse audiences, enhances his potential as a brand ambassador. Boohoo, founded in 2006, has grown into a major fast-fashion company in the UK, with sales exceeding £1.4 billion. However, it has faced criticism over sustainability issues and poor working conditions, with some pledges on ethical clothing not being fulfilled.