What brand has Novak Djokovic represented since 2017?

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.