It’s an open secret that the Serbian great has repeatedly turned down offers from even two massive American corporations – giants recognized by every child on the planet.
Novak Djokovic has never been an athlete to follow the crowd, a trait particularly evident in his choices of collaborators and endorsed brands.
The 24-time Grand Slam champion repeatedly turned down offers from even two massive American corporations – giants recognized by every child on the planet.
The reason wasn’t financial; instead, Djokovic disagreed with what those companies represented.
“I rejected companies because they weren’t aligned with my values”
He spoke openly about this in a conversation with Jay Shetty on his On Purpose podcast.
“I’ve turned down numerous companies because they weren’t in line with my values. It’s difficult for me to represent something and recommend it to millions of people if I don’t believe in it – I would never drink that beverage or eat that, whatever it may be.
“If it doesn’t align with my philosophy, it won’t happen. It’s not ideal for my agents, but I’m at peace in my heart knowing I’m doing what’s right,” Djokovic stated.
On the relationships between tennis players
Novak also discussed the unique dynamic among tennis players, which he described as completely different from team sports.
“We sit next to each other, warm up next to each other before major finals. In football and basketball, opponents don’t see each other until they step onto the court. For us, we see each other, the teams see each other, the battle begins even then.
“From that perspective, it’s hard to expect someone to approach you and ask for advice, but there are other things off the court. There are younger players who are more open, curious, and flexible,” Novak explained.
The current world no.4 also revealed how he decides to approach younger colleagues and offer advice.
“It’s also a matter of character; some are shy. Often, members of a player’s team will ask me a question through my team members, and then I’ll approach them and say, ‘It’s okay, we can talk.’ I get the response, ‘Yes, but I don’t want to bother you…’ It’s good to have proper communication because it increases mutual respect,” Djokovic said.
