"I am not satisfied, it can be better" - Novak Djokovic lays bare his frustration with one of his sponsors, urges more 'exposure' for his products
Novak Djokovic has laid bare his frustration with one of his sponsors, expressing dissatisfaction with the lack of adequate accessibility for his products. The Serb urged the brand to increase the production of his merchandise in order to cater to the sport's global popularity.
Currently competing at the 2024 Wimbledon Championships, the World No. 2 is on a quest to match Roger Federer's record of eight titles at SW19. Djokovic booked his spot in the quarterfinals with a commanding 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 one of his sponsors. Speaking to the Serbian media after his win, the 37-year-old expressed frustration with the brand for not making his merchandise readily available in their stores, emphasizing that his marketing still has room for improvement.
"I understand what you've said and I've also felt dissatisfied and frustrated in the last few years because many people who are looking for my things don't have the ability to find them in buildings," Djokovic said.
"This is one of my sponsors, so some things are changing for the better now. Uh, is it where it should be? No, not yet. I'm not satisfied. I'm not satisfied. That's the short answer. It can be better," he added.
The 24-time Grand Slam champion also urged his sponsor to increase the production and availability of his products, highlighting the sport's popularity on a global level.
While the seven-time Wimbledon champion acknowledged that his products are available online, he emphasized the importance of fans being able to find them in physical stores.
"Uh, I hope the sponsors will raise let's say, that level. Uh, not just the production quantity, but simply, how should I put it, my mind just went blank. Exposure. It means accessibility. People having access to my things, having the opportunity to buy, to find. I agree with you," he said.
"I mean, tennis, at least at the level where I am, is a very popular sport that's followed worldwide. So people want it, and of course, you can buy online, but it's different when someone goes to a store and picks up what suits them," he added.
Novak Djokovic's sponsor Lacoste's CEO issued an apology for premature release of tracksuit commemorating the Serb's 25th Grand Slam win
Novak Djokovic's apparel sponsor Lacoste came under fire before his Wimbledon 2024 campaign for prematurely celebrating his 25th Grand Slam title win with the release of a limited edition tracksuit on their website.
Given that the World No. 2 has yet to win his 25th Major title, the French brand's CEO issued an apology for the "mistake" on social media, attributing the error to IT issues on their website.
"I have to apologize about that. It was a mistake on our side due to IT issues," Guibert posted on X.
On the tennis front, Djokovic will take on Alex de Minaur in the quarterfinals of the grasscourt Major. If the Serb triumphs over De Minaur, he will battle it out against Taylor Fritz or Lorenzo Musetti for a coveted spot in the final.