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The Crocodile Hunter: Novak Djokovic To Serve As Brand Ambassador For Lacoste

Lacoste has named tennis player Novak Djokovic as the "new face" of the clothing brand, as he will "act as a brand ambassador and will appear in advertising campaigns," according to Lorelei Marfil of WOMEN'S WEAR DAILY. The announcement "follows the expiration of his five-year deal with Japanese fast-fashion retailer Uniqlo, which appointed him as its global brand ambassador" in '12. The 12-time Grand Slam winner who is currently ranked No. 2 in the world also has had previous deals with Adidas and Italy-based Sergio Tacchini. Future initiatives include an "eponymous clothing range" for Djokovic he will wear during competition beginning with next week's French Open. The Novak Djokovic performance collection will be comprised of "pique polo shirts -- done in hues of blue, white and red -- and shorts, which come in white and black." Alongside the clothing lineup, Djokovic will also "star in the brand’s advertising campaign as well as a short film" (WWD.com, 5/22). In the Philippines, Therese Jamora-Garceau notes signing Djokovic "is a coup for Lacoste, whose highest-ranking brand ambassador" had been No. 18 Roberto Bautista Agut. Lacoste indicated Djokovic's deal is for five years (PHILSTAR.com, 5/22). TENNIS.com's Jon Levey notes Uniqlo often dressed Djokovic "in bold, utilitarian looking kits," which were criticized for "being overly plain and drab." The clothing Djokovic wore "wasn't the type of garb many recreational players sought out to wear." Levey: "It will be interesting to see the direction Lacoste sets for the Djokovic line going forward (more colors and life?) and whether that will appeal to the casual player" (TENNIS.com, 5/22).

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