Lacoste to renew partnership with Novak Djokovic until 2025
Lacoste has announced it will renew its partnership with tennis world number one Novak Djokovic until 2025, which will mark 8 years of the partnership.
Each year, the Novak Djokovic collections, created and developed specifically for the number one player, ensure him unique style and freedom of movement on the tennis court.
Thierry Guibert, CEO of Lacoste, commented: "Novak is not only an exceptional athlete, but also one of those great champions who have a wonderful spirit both on and off the court. Our meeting in 2017 was a real coup de coeur. His audacity, tenacity and kindness impressed me and I am proud that we can continue our common adventure together and accompany him in his new challenges!"
Off court, a collaboration has been created between the French crocodile and the world number one. The Novak Djokovic collections are seasonal lines of performance products including polo shirts, t-shirts, shorts and sunglasses. The range is stocked in Lacoste stores and online.
Djokovic added: "I have a real connection with Thierry Guibert. We talk regularly, and I’ve felt his support at each key moment of my career. He even connects with my fan club on social media! It's quite incredible to see all these different people around the world get together to give me their support!”
The Serbian player is at the heart of the brand's strategy, as his values, his altruism and commitment to the younger generation match those of the French company, originally inspired by René Lacoste.
The Etendart court in Clichy, France, opened in July 2020, is the embodiment of Novak and Lacoste's shared commitment to the young. This court, bearing the image of the world's number one player, welcomes schools and young people from associations throughout the year. Following its success in France, the initiative will be extended internationally in the coming months.
In June, Lacoste took over the ‘Roast and Bake’ area outside Harrods for a live screening of the Roland-Garros tennis tournament as it reached the finals.