SBD/May 27, 2011/Marketing and Sponsorship

Djokovic's Winning Streak Helping Increase Demand For His New Tacchini Apparel Line

Tacchini seeing increased interest in Djokovic's tennis line during winning streak
Tennis player Novak Djokovic is responsible for “spiking sales and advanced orders” for Italian sportswear brand Tacchini, and “demand for the new Djokovic line exceeds supply,” according to Richard Pagliaro of The world No. 2 player, who is on a 41-match unbeaten streak entering the third round of the French Open, is “wearing a colorful new line that he and apparel sponsor Tacchini collaborated on, which features a rainbow wave graphic prominently playing on the Serbian tri-colors across the front and back of the polo.” There are also “t-shirts and a track suit with Djokovic’s initials emblazoned on the bottom.” The new line “should be available in most American retail stores in June.” Tacchini, in an attempt to "gain exposure," signed Djokovic to a 10-year sponsorship deal in the fall of ‘09 “after his existing apparel contract with adidas expired.” U.S. retailers indicated that Djokovic’s “success has sparked interest in his new line,” but the new line "lags behind in reaching American stores.” Some retailers speculate that the brand “underestimated Djokovic's potential impact on sales and didn't manufacture enough of his line, while others suggest the brand has been dealing with manufacturing challenges in Asia.” Unlike adidas, Nike, K-Swiss and Lacoste, which “generally launch new lines for top stars for the four majors, Tacchini has timed its new Djokovic lines to launch at the Australian Open, Rome -- where Tacchini serves as a sponsor -- and the U.S. Open” (, 5/25).
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