Novak Djokovic, the 12-time Grand Slam champion, has been officially announced as the brand ambassador of Lacoste at the Monte Carlo Country Club, following the expiration of his 5-year contract with Uniqlo.
“Today Novak Djokovic becomes the LACOSTE style ambassador, not only on, but also off the tennis court,” Lacoste said in its public release. “His relaxed elegance and inventiveness are a perfect match for the French brand’s DNA and its sports-inspired creations.”
The current World Number 2 will debut the new kit at the upcoming French open. The agreement will cover all of his kits except for the shoes, with Adidas continuing as his official footwear sponsor.
The Serbian has been given the nickname of “New Crocodile” as a symbol of respect to Rene Lacoste, the French tennis player who dominated the sport in the 20s and early 30s which earned him the nickname “crocodile”.
Months of speculation came to an end with the announcement. “Yesterday I finished the match in Uniqlo, so today is the first Lacoste outfit that I’m wearing,” Djokovic smiled.
“I know my father and mother have been wearing Lacoste for their entire lives,” he added. “I remember opening a closet of my father’s and seeing different colors of Lacoste. So I was wearing that when I was younger, before I started having more commitments in terms of sponsorships. I’m glad to revisit my father’s closet and to update it and upgrade it a little bit more.”
An advertising campaign and a short film will also be released soon which will focus on “changeover with Djokovic and the founder”, Rene Lacoste.
In addition to sporting the kit provided by the French manufacturer, the “Djoker” will also act as the Global Brand Ambassador for “le Croc”. Lacoste will be creating an entire new range of Djokovic-branded clothing, apparel and other merchandises for available for sale to fans.
This announcement came as Djokovic celebrated his 30th birthday and followed the big news of appointing US legend Andre Agassi as his new coach.
Apart from Lacoste and Uniqlo, Djokovic has signed with Adidas and Sergio Tacchini in the past.