New York City is buzzing with tennis fever once again as Novak Djokovic returns to the US Open, but this year, the fanfare goes well beyond the courts of Flushing Meadows. The Serbian superstar, universally recognized as one of the greatest to ever wield a racket, has inspired a seismic shift in the world of sports fashion. For the first time in 92 years, Lacoste—the iconic French brand synonymous with its crocodile logo—has reimagined its insignia. In a bold tribute to Djokovic, the brand launched a limited-time collection featuring a goat logo, a playful nod to his status as the “G.O.A.T.” (Greatest Of All Time) in tennis.
As Djokovic strolled into the 5th Avenue Lacoste store on Friday night, fans gathered in droves, eager to catch a glimpse of the man whose career has redefined the boundaries of the sport. The new goat-adorned polos and ball caps, already flying off shelves, mark more than just a fashion statement—they’re a celebration of a living legend. With 24 Grand Slam titles, an Olympic gold medal, and a jaw-dropping 428 weeks as world number one, Djokovic’s resume speaks for itself. But what’s driving him now, at 38 years old and in his 22nd season on tour?
“It’s incredibly flattering to be called a GOAT,” Djokovic admitted during a recent interview, his tone a mix of humility and pride. “I don’t personally like discussing it, or when people try to ask me whether I do consider myself a GOAT of my sport, I always say that out of respect for the former champions in different generations of our sport, I prefer not to talk about it because I feel like it’s difficult to compare the different eras because of the equipment and conditions that tennis was played in. It’s just different. But of course, numbers are great.” According to Djokovic, the ongoing debate about tennis’s all-time greats isn’t just idle chatter—it’s a sign of the sport’s growing popularity and the enduring legacy of the so-called Big Three: Djokovic, Roger Federer, and Rafael Nadal.
Djokovic’s pursuit of history remains relentless. After all, why else would a father of two, with every conceivable accolade in his trophy case, keep pushing his body through the grind of the tennis circuit? The answer is simple: a record 25th Major title, which would put him alone at the very summit of men’s tennis. This year’s US Open campaign began on Sunday night, with Djokovic dispatching American Learner Tien in straight sets. Remarkably, it was his first match since Wimbledon, a testament to how he’s had to adapt his schedule to stay competitive against the likes of Jannik Sinner and Carlos Alcaraz—two young stars who’ve split the last seven Major titles between them.
“I still feel good about my game. Obviously, not winning a Grand Slam for almost two years now is something that I’m not used to in my career. I was winning at least one slam a year for many years. But at the same time, it’s normal, this kind of course in life where you have new generations coming up and taking the dominance,” Djokovic reflected. He’s reached three Major semifinals in 2025, but a Slam title has remained elusive. Now, with a lighter tournament load and more time spent with family, Djokovic is striking a delicate balance between the demands of elite sport and the joys of life away from the court.
It’s not just Djokovic making headlines during this year’s US Open. In a parallel splash of style and sponsorship, American star Amanda Anisimova unveiled a new partnership with Tiffany, modeling pieces from the brand’s HardWear Collection and making a high-profile appearance at their New York City flagship store. Meanwhile, Italian sensation Jannik Sinner is set to turn heads with a new Gucci duffle bag, custom-designed in beige and blue GG Supreme with blue and yellow trim—a subtle homage to the US Open’s signature colors. Sinner’s off-court presence is also growing, as he was recently named an ambassador for Explora Journeys, the luxury cruise brand of the MSC Group. The multiyear deal will see Sinner featured in brand campaigns, with his personal and training team donning Explora Journey logos during tournaments.
Back in the limelight, Djokovic seems more reflective than ever. The affection from fans has grown, and so has the sense of unpredictability about his future. “I’ve been receiving a lot of love and support from the fans in the last couple of years, particularly. And yeah, there’s a little bit of unpredictability in the upcoming year or upcoming years for me, like when it comes to my schedule and my career. I don’t know how long I’m going to play or where I’m going to play, et cetera,” he explained. The physical demands are real, and the strategic planning with his team is more meticulous than ever. Djokovic acknowledged, “As you’re coming closer to the match, it’s more about preserving the energy and the vitality to be able to perform at your best in a best-of-five match. I’m actually motivated and pumped, but I do need to put an extra effort into recovery and trying to build as the tournament progresses.”
For Djokovic, the recent shift in focus has also opened up new avenues off the court. He’s investing in wellness and longevity businesses, building a brand that reflects his interests beyond tennis. “I’m actually building my brand, particularly in the wellness and longevity space. This is an area that I’m very interested in. So I’m building some businesses, I’m investing in others, and we’re doing a lot of great things, with some even greater things on the horizon,” he shared. Retirement isn’t a source of anxiety for him—at least not yet. “When it comes, it’s going to come, and it’s going to be right for me. I will know the moment and that’s it. But it is true that I have dedicated my entire life to this sport. I don’t want to say everything I know is tennis, but it has consumed so much of my energy and my life that it’s not going to be easy for me to say goodbye to tennis, that’s for sure.”
For now, Djokovic is savoring every moment, both on and off the court. “There’s still drive, there’s still flair inside of me, and I still want to compete for the biggest trophies,” he said. And as the US Open unfolds, fans and fellow players alike are left to wonder: how many more chapters are left in the remarkable story of Novak Djokovic? One thing’s certain—the tennis world isn’t ready to say goodbye just yet.
