Novak Djokovic to launch new energy drink at the 2024 Australian Open as he looks to continue growing his brand

Djokovic recently won his record 7th ATP Finals to end the 2023 season on a high.


Novak Djokovic to launch new energy drink at the 2024 Australian Open as he looks to continue growing his brand

Novak Djokovic (Source: Imago)

Novak Djokovic has revealed that he is starting his new energy drink, hydration, and wellness brand at the 2024 Australian Open. The Serb said it had been under planning for a long time now and he could finally work on it properly after the 2023 US Open when he decided to take a break. Thus, missing out on the Asian swing was beneficial for World No. 1 in this way. 

Djokovic has one of the biggest face values in all of tennis currently. The Serbian is the most successful tennis player in the history of the sport and thus it is obvious. He has 14.1 million followers on Instagram, which is the third highest among tennis players after Rafael Nadal (20 million) and Serena Williams (17 million). The 36-year-old endorses brands like Lacoste, Head, Asics, Hublot, and Lemero, to name a few. 

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I had a break in tournaments from the US Open to Bercy (Paris Masters), so I had time to dedicate myself more to those things. I attended many events that mean a lot for my brand and my presence in that world,” Novak Djokovic said when asked about his new venture. 
Djokovic after his win at the Nitto ATP Finals in Turin (H/T: Tennis Majors)

The Serbian ace further added:

The news I can give you right now is that during my time in Australia, I will promote a new business. It is a new sports hydrating drink – that’s going to be the start, but that brand will consist of a lot of wellness products, so I am looking forward to that. 

The 24-time Major winner already owns a few businesses, namely, Family Sports, which focuses on catering and organizing sports events, and a food product range called Djokolife. Apart from that, he also owns a number of restaurants. He also founded the PTPA (Professional Tennis Players Association) along with Vasek Pospisil for better representation of tennis players across the world. 

Novak Djokovic wants to look at things from a wider perspective 

The Serb has decided to start a hydration and energy drinks brand at a very competitive time when Prime Hydration, started by two social media influencers, KSI and Logan Paul, is growing at an exponential rate. Thus, it will be very challenging for Novak’s brand to find a place in the market and stand out. World No. 1 has said that he needs to self-contemplate and understand his place in tennis and in the world for his brand to grow well. 

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Novak Djokovic
Novak Djokovic (Source: ATP Tour)
I need some time to really think it through, to look at things from a broader perspective – where is my current place in tennis, sports in general, the world in general. There are a lot of things we have to take into consideration so that my brand continues to grow

Djokovic had a sensational season in 2023. He won three Grand Slam titles, a number of ATP 1000s events, and the 2023 ATP Finals this year. The Serb will look to continue the 2024 season in the same manner. 

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