Lacoste, Novak Djokovic’s apparel sponsor, has come under fire from the tennis player for not doing more to promote his line of clothing. Despite his widespread fame, the Serbian expressed his dissatisfaction with the company for not providing for his admirers.
Since 2017, Lacoste has sponsored the 24-time Grand Slam champion’s wardrobe; their agreement was extended through 2025. The World No. 2 is attempting to tie Roger Federer’s record of eight Wimbledon Championship victories by competing in 2024, and he is wearing an all-white outfit from the French premium sports brand.Djokovic defeated Holger Rune 6-3, 6-4, 6-2 to secure his place in the grasscourt Major quarterfinals. After winning, the Serb expressed his displeasure with the behavior of the “disrespectful” crowd, berating the onlookers for trying to jeer him.
Not only that, but the World No. 2 abandoned his BBC interview after fielding only a few questions, furious at the unending questioning regarding his choice to chastise the fans.Djokovic then became enraged with his sponsor, Lacoste. After winning, the 37-year-old spoke to the Serbian media and bemoaned the lack of availability of his items in the brand’s stores, highlighting the need for much better marketing.
“I’m upset with my sponsor’s handling of my marketing promotion; I’m not thrilled with it. I’ve been frustrated and unhappy in recent years since many individuals who are looking for my items are unable to find them in the stores that my sponsor owns,” he stated. “Though some things are improving now, I am still not happy because there is always room for improvement,” he continued.
Highlighting his widespread appeal as a result of his tennis accomplishments, the 24-time Grand Slam champion also pushed Lacoste to boost the production and availability of his goods. Although the World No. 2 admitted that his merchandise is sold online, he underlined how crucial it is for customers to be able to locate them in actual locations. In order to give consumers the chance to locate the products, I hope that my sponsor would boost production and quantity while also improving availability. I play tennis at a highly popular level all over the world,” he remarked. “Sure, my products can be bought on the website, but it’s different when people go to a store,” he said. Lacoste, the sponsor of Novak Djokovic, apologized for the early distribution .
Yes, customers can purchase my things online, but in-person interactions are different,” he continued.
Lacoste, the CEO of Novak Djokovic’s sponsor, apologized for releasing the tracksuit in advance of the Serb’s 25th Grand Slam victory.
Prior to his Wimbledon 2024 campaign, Novak Djokovic’s clothing sponsor Lacoste faced criticism for releasing a limited edition tracksuit on their website too soon, thereby coinciding with his 25th Grand Slam championship victory.
The CEO of the French company apologized for the “mistake” on social media, blaming IT problems on their website for the gaffe, considering that the World No. 2 has not yet won his 25th Major championship. “I must express regret for that. Due to technical difficulties, we made a mistake,” Guibert wrote on X.
I have to apologize about that. It was a mistake on our side due to IT issues.
— guibert thierry (@tguibert) June 20, 2024
Regarding tennis, in the grasscourt Major quarterfinals, Djokovic will play Alex de Minaur. The winner of the match between the Serb and De Minaur will face either Lorenzo Musetti or Taylor Fritz for a coveted position in the championship match.