In a major development for women’s tennis, world No. 5 Elena Rybakina has signed a significant seven-year extension with Adidas, cementing her partnership with the sportswear giant. The deal underscores Adidas’ commitment to promoting top talent in women’s sports and provides Rybakina with the resources to grow her brand on the global stage. The Kazakh star, who won Wimbledon in 2022, has rapidly gained popularity due to her powerful serve, aggressive baseline play, and mental toughness on court. Her performance in recent seasons, including a 2023 Australian Open final and strong showings in major tournaments, has made her a sought-after athlete in the endorsement world.
Adding to her preparations for the 2025 season, Rybakina has also announced a new coaching partnership with Goran Ivanisevic, former coach to 24-time Grand Slam champion Novak Djokovic. Ivanisevic, known for his strategic insight and mental coaching, is expected to help Rybakina refine her serve and consistency, key areas as she aims to compete for more Grand Slam titles. The Croatian coach’s experience with Djokovic is seen as a valuable asset, particularly as Rybakina seeks to strengthen her mental resilience and tactical versatility on court. Ivanisevic’s appointment marks his first entry into women’s tennis coaching, a choice that has generated significant interest in the tennis community.
With the Adidas contract and new coaching support, Rybakina is poised for a transformative 2025 season. Fans and analysts alike are eager to see how her game evolves under Ivanisevic’s guidance, particularly as she pursues the top ranking and more Grand Slam titles.
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