Novak Djokovic Signs Landmark $97M Contract with Under Armour
In a historic move that cements Novak Djokovic’s global sports icon status, the Serbian tennis star has signed a multi-year endorsement deal with Under Armour worth a staggering $97 million. Announced in August 2024, this partnership will see Djokovic endorsing the brand’s entire range of products, including footwear, apparel, and accessories. The collaboration also involves the design of a signature gear line, further aligning Djokovic’s renowned dedication to fitness with Under Armour’s focus on performance-driven innovation.
Kevin Plank, President and CEO of Under Armour, expressed enthusiasm over Djokovic joining the brand, emphasizing that the tennis legend embodies values of resilience and excellence that resonate with Under Armour’s mission. Djokovic, a 23-time Grand Slam champion, shared his excitement, noting his admiration for the brand’s commitment to innovation and the potential of the partnership to inspire athletes worldwide.
The deal is expected to significantly boost Under Armour’s market share, particularly in the competitive tennis space. Djokovic’s influence on and off the court will likely elevate the brand’s presence globally. The tennis star will be featured in major advertising campaigns and promotional events, with the first set to launch in 2025. As Djokovic continues to dominate tennis, this contract underscores his impact not only in sports but also in shaping the future of athletic performance gear.
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