Lacoste CEO Reveals Novak Djokovic’s Bold 2028 Ambition Amid Serb’s Slump in Form
Former World No.1 Novak Djokovic has not yet lifted a trophy since winning the Paris Olympics last year in August.
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Novak Djokovic (Image via Univers Tennis)
After winning the 2024 Paris Olympics by beating Carlos Alcaraz in straight sets, Novak Djokovic, on several occasions, said that he wanted to play at the Los Angeles Olympics in 2028. But to prolong his career, he has to play consistent tennis, which is not the case this year at all.
Last year, Djokovic, before the Olympics, reached just one final. He was denied his historic 25th Grand Slam title by Alcaraz in the Wimbledon final. The 24-time Grand Slam champion then scheduled a showdown at the Paris Olympics against Alcaraz, and it was the young gun who entered the final as the favorite to win. But the 37-year-old showed a glimpse of his former self in that final, taking home his career’s first gold medal.
Since that victory, Djokovic failed to win another title and reached just two finals: at the 2024 Shanghai Masters and this year’s Miami Open, losing both to World No.1 Jannik Sinner and Jakub Mensik, who lifted his career’s first ATP title in that tournament.
Age is catching up to the Serb. Although he beat Alcaraz in the Australian Open quarterfinals, he withdrew from the semifinals against Alexander Zverev because of an injury. Injuries too have been hampering his campaigns.
This season, Djokovic registered three consecutive victories twice, losing both his two clay-court events- the Monte Carlo Masters and the Madrid Open- without winning a set. So will he be able to play in the Los Angeles Olympics? Thierry Guibert, the CEO of Lacoste, made his feelings known on the same.
Novak wants to go at least until the Los Angeles Games. I have no doubt that we will find common ground in the coming weeks. We are mainly discussing the type of renewal. Since we signed him, he has won half of his Grand Slams with us. He has contributed a lot to the brand.
Thierry Guibert told L’Equipe
Djokovic has been Lacoste’s brand ambassador since 2017. In 2021, they extended their partnership to 2025.
Todd Woodbridge says Novak Djokovic’s aura is fading
Novak Djokovic is losing to players he never lost before. In Monte Carlo and Madrid, he was defeated by Alejandro Tabilo and Matteo Arnaldi, respectively.
After his Madrid Open exit, the Belgrade native withdrew from the ongoing Italian Open where he won his seventh title, last winning in 2022. He will be skipping the tournament in Rome for the first time since 2007.
Todd Woodbridge, the former 16-time double Grand Slam winner, said Djokovic’s aura is fading, and that the next few weeks will be “critical” for him. Woodbridge foresees Djokovic joining his two biggest former rivals Roger Federer and Rafael Nadal soon.
The invincibility factor has worn down and he has go to make that decision – which it seems he’s made by pulling out of Rome – ‘I’m going to go on what I’ve done before I’m going to go on my reputation, going into my aura at Roland Garros and see if I can pull that off’.
Todd Woodbridge said on the Australian Open YouTube channel
Djokovic is stuck on 99 ATP titles. If he wins another Major, he will tie the Grand Slam tally with Margaret Court. At the French Open, Djokovic is a three-time champion, last winning in 2023. Last year, he advanced to the quarterfinals but injury forced him to withdraw.
Because of his subpar performances, the former World No.1 dropped to the sixth position. It was British ace Jack Draper who toppled him from the fifth position after reaching the Madrid Open final, which he lost to Casper Ruud.
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