Since 2017, Novak Djokovic‘s partnership with Lacoste has blossomed into a powerful alignment of shared values. Their commitment has now been extended until at least 2025. Lacoste recognized in Djokovic the very essence of their founder: elegance, tenacity, and fair play. The CEO described their initial meeting as a “coup de coeur,” which means “a blow to the heart” or “heartfelt favorite.” He admired Djokovic’s spirit both on and off the court. However, with the looming possibility of the Serb retiring any time soon, what’s to happen with this partnership?
Fans and insiders are wondering how much longer Djokovic’s career will last. With Andy Murray and Rafael Nadal retiring last year, the Serb is the last member of the ‘Big Four’ still active on the professional tour. The idea of retirement has not entered his mind for now. But at almost 38 years old, some signs of decline are evident.
Still, it seems Djokovic doesn’t want to stop. The 37-year-old from Belgrade has repeatedly said he will continue to play as long as he feels competitive at the highest level. He also wants to train every single day. In an interview with L’Equipe, Lacoste CEO Thierry Guibert revealed, “Novak wants to go at least until the Los Angeles Games [in 2028].” That’s great news, right?
Everyone knows that Novak has 24 Grand Slam singles titles and finally won Olympic gold last summer in Paris. However, last season he went winless on tour, his first winless season since 2005. This added fuel to retirement speculation. Currently, Djokovic is not among the players at the Rome Masters 1000. It is unclear if he will play another tournament before Roland Garros as he took a break after an early loss in Madrid. Despite this, Guibert expresses faith in their brand ambassador.
He added, “I have no doubt that we will find common ground in the coming weeks. We are mainly discussing the type of renewal. Since we signed him, he has won half of his Grand Slams with us. He has contributed a lot to the brand.” Since joining Lacoste, Nole has captured an astounding 12 Grand Slam singles titles, including multiple wins at each major. Beyond these, he’s also secured 14 other significant titles, such as the ATP Finals and numerous Masters 1000 events. But where does Guibert’s confidence in Djokovic come from now?
Well, the Serb said it himself! Guibert’s revelation aligns with Djokovic, who has already stated he wants to compete at the next Olympics in the U.S. “I still want to play in Los Angeles,” Djokovic said. “I enjoy playing for my country, and the Olympic Games, particularly, and Davis Cup, being part of the team.”
So, while Novak hasn’t won any titles lately, isn’t it great to know he plans to keep going for another three years? In the meantime, he’s serving up some stylish looks with Lacoste on the brand’s Instagram page. They featured him in their latest campaign!
Novak stuns in Lacoste’s “Play With Icons” campaign!
Lacoste’s new campaign, Play With Icons, puts Novak Djokovic front and center, draped in a golden net cape that honors his incredible on-court legacy. In a press release, Lacoste said, “The iconic image celebrates both the man and the garment, honoring Djokovic’s undisputed GOAT status while reaffirming the polo shirt’s place in the pantheon of fashion and sports icons.” The campaign highlights the timeless pieces and the bold personalities who bring them to life, turning each ambassador and signature item into a “modern myth.”
On Wednesday, Lacoste shared Djokovic’s striking photo on Instagram. The 24-time Grand Slam champion wears the golden net as a cape, perfectly paired with an immaculate off-white look. The caption reads, “@djokernole celebrates his legendary status dressed in a timeless icon of the game-the Lacoste Polo Shirt. When icons meet, the history of style is made. #PlayWithIcons.” It’s a clear love letter from the brand to their star athlete.
Venus Williams also stars, “rising like a goddess from a sculptural pleated form, crowned with equally elegant pleats-a tribute to Lacoste’s innovative savoir-faire of this signature style.” Holding a pearlescent tennis ball, she embodies strength and grace. Joining these tennis greats are Wang Yibo, Adèle Exarchopoulos, and Pierre Niney, all adding their own flair to this celebration of iconic style.
Novak isn’t thinking about retirement for at least three more years, and it’s great to see him looking this sharp off the court. With Roland Garros approaching, it’s anyone’s guess if he’ll return to action soon. Maybe this break and Lacoste’s stylish boost will help him chase that elusive 25th Grand Slam. What do you think? We’d love to hear your thoughts in the comments below!
The post Retirement Looms on 2028 Horizon for Novak Djokovic as Lacoste CEO Reveals Olympics Secret appeared first on EssentiallySports.