Novak Djokovic Is Sticking With Lacoste. Here's Why
Novak Djokovic has been with Lacoste since 2017, and it looks like he's not shedding off the popular French brand in all his matches any time soon. Just like the infamous green crocodile logo, Djokovic remains invincible (much to rival Roger Federer's chagrin) on court.
Lacoste was founded by tennis players, René Lacoste and André Gillier, in 1933. This renewed partnership makes sense: the expansive clothing company has kept its relevance in the tennis world with the Grand Slam-winning Serbian professional tennis player. After all, Lacoste spearheaded the creation of the revolutionary Polo shirt, otherwise known as the Lacoste L.12.12. With the specifically designed clothing line for Djokovic, Lacoste proves to be a good collaborator that allows their chosen athlete to move comfortably, and at the same time, exhibit elegance and timelessness alongside sportsmanship that their founders advocated.
The partnership goes beyond his on-court apparel sponsorship: the Lacoste x Novak Djokovic collection is also available in stores annually. This year they presented the curated on and off court style pieces with the tagline: "The crocodile has new skin," ushering in a new era. The design for his wardrobe is best described by the brand as "breathable, ultra-dry, stretch, technical jersey tennis wear." In other words, a winning concoction for top-notch performance.
Djokovic is the winner of 20 Grand Slams, which makes him the third tennis player to achieve such a feat, and which also means he is on par with tennis legends, Roger Federer and Rafael Nadal. Currently, Djokovic has been ranked the Association of Tennis Professionals' No. 1 for a record total of 336 weeks.
Like we said, Djokovic and Lacoste go way back, right after the tennis player parted ways with Uniqlo after the ATP Master tournament in Rome. Both committed to the game, Djokovic and Lacoste seem to be on the same page in both style and altruism. The bond between ambassador and brand was immortalized in July 2020 with Lacoste and the Etendart Foundation's efforts with The Etendart court in Clichy, France. This newly renovated and customized tennis court for local communities and schools bore Djokovic's image as designed by the artist Stéphane Opéra in collaboration with Ysy. This initiative will soon make waves in different parts of the world, following its success. Good news to aspiring tennis players!
Functionality mixed with the classic allure of Lacoste and Djokovic's persistence on court, we can only expect more tennis matches that not only makes our sports fan heart soar, but also have a growing interest on sportswear we can wear in any occasion, even if it's just lounging or attending Zoom meetings all day.