Novak Djokovic has laid bare his frustration with his apparel sponsor Lacoste, bemoaning the lack of adequate promotion for his products. The Serb aired his grievances with the brand for failing to cater to his fans, despite his worldwide popularity.
Lacoste has served as the 24-time Grand Slam champion’s apparel sponsor since 2017, with their partnership renewed through 2025. The World No. 2 sports an all-white kit from the French luxury sports brand for his campaign at the 2024 Wimbledon Championships, on his quest to match Roger Federer’s record of eight titles at SW19.Djokovic booked his spot in the quarterfinals of the grasscourt Major with a 6-3, 6-4, 6-2 win over Holger Rune. Following his victory, the Serb voiced his discontent regarding the “disrespectful” crowd’s conduct, criticizing the spectators for their attempts to boo him.
Furthermore, the World No. 2 was left infuriated by the incessant questions about his decision to rebuke the crowd, even walking out of his BBC interview after entertaining just a handful of questions.Subsequently, Djokovic’s ire turned towards his sponsor Lacoste. Speaking to the Serbian media after his win, the 37-year-old expressed his frustration with the brand for not making his merchandise readily available in their stores, emphasizing that his marketing can be improved significantly.
I’m not happy with the way my sponsor do my marketing promotion, I’m frustrated. In recent years I’ve had dissatisfaction and frustration because many people looking for my products don’t have the possibility to find them in my sponsor’s stores,” he said.
“Some things are changing for the better now, but I am still not satisfied, because everything could be better,” he added.
The 24-time Grand Slam champion also urged Lacoste to increase the production and availability of his products, highlighting his global popularity due to his tennis success. While the World No. 2 acknowledged that his products are available online, he emphasized the importance of fans being able to find them in physical stores.
“I hope that my sponsor will increase the level of production and quantity, but also availability, so that people have the opportunity to find the products. The level of tennis I’m playing is very popular all over the world,” he said.
Sure, my products can be bought on the website, but it’s different when people go to a store,” he added.
