After publicly criticizing the Wimbledon audience and abruptly ending a BBC interview, tennis star Novak Djokovic turned to his dissatisfaction with his primary sponsor , Lacoste, regarding the apparel brand's efforts in their collaboration. Despite often sporting Lacoste attire during his matches, Djokovic criticized the brand for an apparent lack of accessibility to his merchandise in brick-and-mortar stores. He revealed receiving complaints from fans who wanted to purchase his clothing line but couldn't locate them in stores.
Notably, just last month, Lacoste issued an apology for inadvertently releasing a tracksuit collection celebrating Djokovic's 25th Grand Slam victory. However, at that time, the Serbian champion was still matched with Rafael Nadal at 24. “I’m not happy with the way my sponsor do my marketing promotion," he told Serbian media at the All England Club.
"I’m frustrated. In recent years I’ve had dissatisfaction and frustration because many people looking for my products don’t have the possibility to find them in my sponsor’s stores. Some things are changing for the better now, but I am still not satisfied, because everything could be better.
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