It’s known that the Novak Djokovic Lacoste contract is about to complete this month.
There have been no hints or rumors lately about what will happen next – if Lacoste intends to sponsor Djokovic through 2028 to the Olympics or if Djokovic has a back-up plan lined up – he was photographed wearing Nike casual sneakers about a month ago.
You would think there would be no shortage of clothing companies eagerly trying to get their brand onto the man who is widely considered the greatest champion in the history of sport, with a devout, loyal and avid international fan base. Such an opportunity does not knock on doors often.
Djokovic has always been a reasonable gentleman businessman and being worth hundreds of millions, he does not need to nickle and dime interested sponsors or go on some kind of demand-filled ego trip.
In his two-decades long career Djokovic has previously worn adidas, Sergio Tacchine, Uniqlo and of course Lacoste.
The general consensus is – despite the recent months of silence on the matter – Djokovic will extend with Lacoste and Asics shoes. This week Djokovic has been photpraphed training in Dubai with Arthur Cazaux wearing Lacoste shorts, shirt, wristbands and Asics shoes. Cazaux is also a Lacoste sponsored player.
All options must be considered though. Nike has reportedly tried twice in the past to make a deal with Djokovic and a third attempt could be the charm.
Djokovic has used a Head racquet model for over a decade and the Austrian-based company also has a shoe and clothing line which are worn by a few non marquee players. It’s always possible Head could try to attach it’s brand to perhaps the most recognizable and marquee player of all time.
There are some new and ambitious companies who could have their eyes on Djokovic, particularly Lululemon, Vuori, Uomo Sport, On and Spence.
And Djokovic may like the idea of creating his own clothing brand. Or perhaps he has the clout, muscle and popularity to turn a totally unknown upstart brand into a sensation practically overnight.
In just a matter of a couple of weeks we will learn one way or another if Djokovic and Lacoste will stick together for the next three years.
Lacoste · Novak Djokovic
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