In a groundbreaking move, tennis legend Novak Djokovic has signed a historic endorsement contract with Under Armour, a deal worth an estimated $97 million. Announced in August 2024, the multi-year partnership sees Djokovic become the brand’s newest ambassador, endorsing Under Armour’s full range of sports products, from footwear to athletic apparel. This collaboration also includes the creation of a signature line designed in partnership with Djokovic, tailored to meet the needs of both professional and amateur athletes.
This endorsement deal solidifies Djokovic’s influence far beyond the tennis court, establishing him as one of the most marketable athletes in the sports industry. Under Armour’s CEO Kevin Plank expressed enthusiasm for the partnership, noting that Djokovic exemplifies the values of “resilience, dedication, and excellence,” all of which align with the company’s vision for performance-focused innovation. For Djokovic, known for his discipline and physical fitness, the alignment with Under Armour reflects his commitment to pushing the boundaries in athletic performance and inspiring others.
The partnership is expected to significantly bolster Under Armour’s visibility, especially in the competitive tennis market where Djokovic holds a dominant position. The deal also highlights a larger trend in sports endorsements, where athletes play an influential role in shaping brand identities and appealing to diverse audiences. Djokovic’s debut campaign for Under Armour is scheduled to launch in early 2025, with promotional events and advertisements that spotlight the Serbian star wearing the brand’s latest innovations.
As Djokovic continues to add to his record-setting Grand Slam achievements, this deal marks yet another milestone in his career, furthering his impact on both sports and athletic fashion.
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