Tennis Identity

Novak Djokovic Leaves adidas Tennis (and his personal falcon) for Sergio Tacchini.

Sergio Tacchini Novak DjokovicSergio Tacchini International has signed Novak Djokovic as its global brand ambassador. The deal places Djokovic alongside former elite endorsers John McEnroe, Jimmy Connors, Mats Wilander, Pat Cash, Goran Ivanisevic, Pete Sampras, Gabriela Sabatini and Martina Hingis.

But his adidas stuff was so nice…yeah it was but money does talk you know and this change will obviously not be as game challenging as the racquet switch was.  

The deal begins January 2010 although the Djokovic family was already sporting the new sponsor in London.

"I am pleased to partner with Sergio Tacchini, a strong brand with a true tennis DNA, and am honored to become part of this legacy," said Djokovic. "As I move into this next phase in my professional career, I would like to thank the team at adidas who have been incredibly supportive of me, and, together, we enjoyed great results."  Aww, that was nice of him to say.

Interesting that Djokovic's wins this year in big-market Asia (and popularity there) had a lot to do with the decision to go with him.

Will the falcon reappear on his shoulder?  We shall see.

Shop at Sergio Tacchini and Tennis-Warehouse.

Image: Novak Djokovic at press conference announcing deal.