“Audacity, Commitment and Elegance” – Lacoste Extend Partnership With Novak Djokovic

Published 08/24/2021, 7:22 AM EDT
Tennis – French Open – Roland Garros, Paris, France – June 9, 2021 Serbia’s Novak Djokovic celebrates winning his quarter final match against Italy’s Matteo Berrettini REUTERS/Christian Hartmann


Along with being one of the most successful, Novak Djokovic is one of the most popular tennis players. While he looks to set benchmarks on the court, he’s one of the most sought-after names by several brands across the world.

ADVERTISEMENT

Article continues below this ad

One of those brands is Lacoste, who have the World No. 1 as their brand ambassador. Earlier today, the French clothing company revealed they extended their partnership with Djokovic.

Lacoste extend partnership with Novak Djokovic till 2025

ADVERTISEMENT

Article continues below this ad

Since turning pro in 2003, Djokovic had a variety of apparel sponsors. He initially signed with Adidas, wearing their apparel till 2009, when they ended his contract. Although he signed a long-term deal with Sergio Tacchini, the deal fell apart in 2012 since they couldn’t catch up to bonus payments.

In 2012, the 34-year-old signed with Uniqlo on a five-year contract. Following the end of the term, Lacoste snapped up Djokovic as their global brand ambassador on a five-year deal. Although a year remains for the expiration of the deal, the French clothing company revealed they added three more years to their partnership.

On social media, Lacoste announced the extension with a few words. They wroteTeammates since 2017, Lacoste and @DjokerNole are proud to announce their partnership has been extended until 2025. The exceptional athlete and men’s tennis world #1 shares common values with the French Crocodile: audacity, commitment and elegance.​”

Lacoste’s presence in tennis continues to grow. Along with Djokovic, they also have a deal with World No. 2 Daniil Medvedev.

DIVE DEEPER

The Customized Shoes of Novak Djokovic

over 1 year ago

ADVERTISEMENT

Article continues below this ad

Djokovic looks to become the outright record Grand Slam holder at the US Open

Heading into Flushing Meadows, the Serb shares the record for the most Grand Slam victories with Roger Federer and Rafael Nadal. However, with his two major adversaries out of the US Open, Djokovic looks an overwhelming favorite to make history before the end of 2021.

PARIS, FRANCE – JUNE 13: Novak Djokovic of Serbia celebrates as he holds the trophy after winning his Men’s Singles Final match against Stefanos Tsitsipas of Greece during Day Fifteen of the 2021 French Open at Roland Garros on June 13, 2021 in Paris, France. (Photo by Clive Brunskill/Getty Images)

Despite their absence, Djokovic isn’t short of competition. With the emergence of players like Medvedev and Alexander Zverev, he could be in for a tough time on his quest for that elusive 21st Grand Slam.

ADVERTISEMENT

Article continues below this ad

WATCH STORY: A Look Inside Novak Djokovic’s $10million Mansion in Spain

SHARE THIS ARTICLE :

ADVERTISEMENT

Sanket Nair

610 articles

Sanket Nair is an F1 Author at EssentiallySports. A Sports Management graduate, he is a huge fan of Sebastian Vettel and Daniel Ricciardo and hopes to see Red Bull break Mercedes' dominance and win the World Championship soon. Sanket has been hooked to the sport ever since he watched the battle for the 2010 World Championship go down to the wire at the Abu Dhabi Grand Prix.

ADVERTISEMENT

ADVERTISEMENT