Global juice bar and coffee chain Joe & The Juice has formed a strategic partnership with tennis star Novak Djokovic. Djokovic will become a shareholder and join the brand as its new Health & Wellness Ambassador.
Djokovic to Drive Product and Marketing
Under the agreement, Djokovic will take an active role in:
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Product Development: Helping to create new clean, functional nutrition items
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Marketing Activities: Promoting the brand’s commitment to health and balance
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Franchise Expansion: Leading growth efforts, starting in Serbia and Montenegro
By collaborating with Djokovic, Joe & The Juice aims to make its health-focused products more accessible across its more than 400 stores worldwide.
Djokovic’s Commitment to Health Aligns with the Brand
“I am honored to announce my new role as Health & Wellness Ambassador for Joe & The Juice,” Djokovic said. “My physical and mental health have always been key to my performance. I’ve learned that what you put in your body directly impacts how you perform. Joe & The Juice shares this philosophy with its focus on clean ingredients, energy, and balance. I admire their fresh approach to fueling body and mind—whether it’s a pre-match juice or an afternoon recovery. Together, we will bring meaningful wellness experiences to more people around the world.”
Brand Embraces Djokovic’s Values
Joe & The Juice CEO Thomas Nørøxe commented on the partnership: “Novak brings values of health, discipline, and performance that perfectly match our brand identity. He is a global icon who embodies happiness and authenticity—values at the heart of who we are. This partnership will help us grow together and empower more people to enhance their lifestyles. Trust me, this is just the beginning.”
Focus on Serbia and Montenegro Expansion
A key priority of the partnership is to expand Joe & The Juice’s presence in Djokovic’s home region. New franchise stores will open in Serbia and Montenegro. This regional push fits into the brand’s broader international growth plan, centered on its “health first” philosophy.
Strengthening a Health-Centric Lifestyle Brand
With Djokovic’s active involvement, Joe & The Juice aims to solidify its position as a leading health-centric lifestyle brand. His endorsement and hands-on role are expected to enhance the brand’s reach and reputation among health-conscious consumers worldwide.
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