Novak Djokovic, the 24-time Grand Slam champion and one of tennis’s most enduring icons, is poised to continue his storied partnership with Lacoste, the French apparel brand that has outfitted him since 2017. As his current contract nears its 2025 expiration, Lacoste CEO Thierry Guibert has expressed unwavering confidence in securing a renewal, hinting at a bold vision for Djokovic’s future: competing at the 2028 Los Angeles Olympics, when the Serbian star will be 41. “Novak wants to go at least until the Los Angeles Games,” Guibert revealed, sparking excitement among fans eager to see the world No. 6 defy age and extend his legendary career. This announcement, coupled with ongoing contract talks, underscores Djokovic’s unrelenting ambition and Lacoste’s commitment to their global ambassador.
Djokovic’s journey with Lacoste began in 2017, after parting ways with Uniqlo, and has since become a cornerstone of his brand. The partnership, reportedly worth up to $10 million annually with bonuses, has seen him win half of his Grand Slam titles while sporting the iconic crocodile logo. “Since we signed him, he has won half of his Grand Slams with us. He has contributed a lot to the brand,” Guibert emphasized, highlighting Djokovic’s impact both on and off the court. From custom Novak Djokovic collections to initiatives like the Etendart court in Clichy, France, which promotes youth tennis, their collaboration has blended performance with purpose. Guibert’s optimism about the renewal is palpable: “I have no doubt that we will find common ground in the coming weeks. We mainly discuss the type of renewal.” These discussions, focused on the partnership’s scope, reflect a shared commitment to innovation and legacy.
The 2025 season has tested Djokovic’s resilience. At 37, he’s endured a rare trophy drought, losing his first match at four of seven tournaments, including early exits in Madrid, Monte Carlo, and Miami. His withdrawal from the Italian Open without explanation fueled speculation about his focus, with some suggesting he’s prioritizing Grand Slams over smaller events. Yet, his 2024 Olympic gold medal, a hard-fought victory over Carlos Alcaraz at Roland Garros, proved his competitive fire burns bright. “I still want to play in Los Angeles,” Djokovic declared post-Olympics, a sentiment echoed by Guibert’s bold claim. His decision to enlist Andy Murray as coach for 2025 signals a strategic push to reclaim dominance, even as younger stars like Jannik Sinner and Alcaraz challenge the old guard.
Djokovic’s potential to compete into his 40s captivates fans. Social media erupted with enthusiasm, one supporter proclaiming, “This sounds amazing. I want to savour Novak’s career as long as he plays.” Others see the 2028 Olympics as a poetic stage for Djokovic to defend his gold and cement his legacy as tennis’s greatest. However, the path is fraught with challenges. A 2024 meniscus tear forced him to withdraw from the French Open, and recovery concerns lingered into Wimbledon. Despite these hurdles, Djokovic’s history of defying odds—evident in his 99 career titles, including the 2023 US Open—suggests he’s far from done.
Lacoste’s loyalty has been a constant, even during turbulent times. In 2022, when Djokovic faced deportation from Australia over his vaccine stance, the brand stood firm despite pressure to cut ties. “They understood the whole situation,” Djokovic said gratefully, pledging to represent Lacoste “in the best possible way.” As negotiations progress, the partnership promises to evolve, potentially expanding Djokovic’s signature collections and community initiatives. With the French Open looming, where he’ll return to the site of his Olympic triumph, Djokovic’s pursuit of history continues—crocodile on his chest, ambition in his heart.
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