Asics taps Novak Djokovic for its performance footwear

Translated by
Isabelle Crossley
today Jan 12, 2018
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With Head for tennis rackets, Lacoste for clothing, and now Asics for shoes, over the past few months Novak Djokovic has revamped his whole performance wardrobe. After becoming an ambassador for Lacoste last spring, both on and off the court, the world's former number one tennis player made his partnership with Asics official on January 12. 

The film presenting the Novak model for Asics

The Japanese brand chose the Djokovic to represent their range of competition ready shoes with the ambition of becoming “the world’s number one in the tennis shoe market,” according to Motoi Oyama, the group’s CEO. Novak Djokovic has been appointed as both brand ambassador and technical advisor to develop the line of performance shoes. The partnership has made its debut with the Gel Revolution Novak model, which the tennis champion will wear during the upcoming Australian Open, which will be held from January 15 to 26 in Melbourne.

The finances and timescale of this agreement have not been specified and so it seems that, for the moment, the possibility of seeing Djokovic in head-to-toe Lacoste may not be on the cards - a possibility that was mentioned during the presentation of Djokovic’s collection for Lacoste. The question is whether the French brand, which has just created a joint venture with Pentland for footwear, will also develop a range of performance shoes in the future.

For 2017, Asics expects a turnover of 420 billion yen compared to 400 billion yen year-on-year. The brand’s flagship sport continues to be running.

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