Djokovic named new Lacoste ambassador, says hello to Filipinos | Lifestyle.INQ

OCTOBER 27, 2022

Novak Djokovic before the Monte Carlo tennis court with Lacoste president Thierry Guibert

Omg! with Djoko as new Lacoste ambassador in Monte Carlo saying high to Filipinos

A post shared by thelma sioson san juan (@thelmasiosonsanjuan) on

Novak Djokovic before the Monte Carlo tennis court with Lacoste president Thierry Guibert
Novak Djokovic before the Monte Carlo tennis court with Lacoste president Thierry Guibert

Monte Carlo—Lacoste named 12-time Grand Slam champion Novak Djokovic as its new ambassador on May 22, coincidentally the 30th birthday of the Serbian professional tennis player.

The reveal was formally announced at the Monte Carlo Country Club in Monaco.

“It’s a new chapter in my life,” Djokovic told about 200 sports and lifestyle media members who flew in to this jet-setters’ paradise along the French Riviera.

Djokovic, introduced by Lacoste CEO Thierry Guibert, spoke of shared values with the top French clothing company, which was founded in 1933 by tennis player René Lacoste and André Gillier.

He said he felt honored to be the “new croc,” a brand whose legacy he values and respects.

He also spoke of how his decision to recruit Andre Agassi as his coach for the French Open—which starts next week—also marked a milestone in his life, and how he is rediscovering tennis as “pure joy and excitement.”

He pointed out how, like Agassi—an eight-time Grand Slam champion—he’s going through changes in his life.

Djokovic—winner of the 2016 French Open and currently ranked world No. 2 in men’s singles tennis by the Association of Tennis Professionals (ATP)—mentioned how he works to fight fear daily and seeks the balance of life on- and off-court.

He said that being a father changed his “consciousness about the game,” and how he longs to see his son in the player’s box one day rooting for him.

That is motivation, he said.

A video of the styles Djokovic would wear as Lacoste endorser was played.

Djokovic says “Mabuhay” to Filipinos alongside Inquirer Lifestyle editor Thelma Sioson San Juan
Djokovic says “Mabuhay” to Filipinos alongside Inquirer Lifestyle editor Thelma Sioson San Juan

“Everything is getting lighter,” he commented on current trends in tennis wear.

The reigning French Open champion recounted how his mother and father have been wearing Lacoste since his childhood, so this new endorsement is like revisiting the brand.

A high point for me was when Djokovic—after posing for photos, and I approached him for a selfie—got hold of my iPhone and said, “Let’s do a video.”

Then, with him handling our iPhone, he greeted Filipinos on video.

“What’s hello in Filipino?” he asked me.

“Mabuhay,” I said.

The rest of the story, I will tell another day.

Today, I’m trying to relish the moment the Inquirer broke protocol yet again.

Another surprise of the morning—Monte Carlo clay court covered with the image of Djokovic in Lacoste —PHOTOS BY THELMA SIOSON SAN JUAN
Another surprise of the morning—Monte Carlo clay court covered with the image of Djokovic in Lacoste —PHOTOS BY THELMA SIOSON SAN JUAN

Lacoste is exclusively distributed in the Philippines by Stores Specialists, Inc. 

Your subscription could not be saved. Please try again.
Your subscription has been successful.

Subscribe to our daily newsletter

By providing an email address. I agree to the Terms of Use and acknowledge that I have read the Privacy Policy.

MOST VIEWED STORIES