Novak Djokovic has been an ambassador for Lacoste since 2017, with the partnership extended until 2025. In August 2025, Lacoste honored Novak Djokovic by transforming its iconic Crocodile into a GOAT (Greatest Of All Time) motif, resulting in an exclusive capsule collection unveiled at the brand's Fifth Avenue flagship store in New York.

Novak Djokovic has been ASICS' Global Footwear Ambassador since 2018. In April 2021, ASICS announced a multi-year partnership extension with Novak Djokovic, highlighting his contributions to the brand and involvement in developing tennis footwear.