Brand news: Lacoste salutes "GOAT" Djokovic, Anisimova inks Tiffany deal ahead of US Open

NEW YORK — It’s the eve of the US Open, and players have been busy on and off the court. From Fifth Avenue to Flushing Meadows, deals are made and contracts are being signed before the first ball is hit at the year’s final Grand Slam.

Here’s a look at some of the most eye-catching sponsorship news and brand moves.

Read More:
👉 Aryna Sabalenka takes New York: Practice with Djokovic, cocktails with Dobel
👉 In the US Open's qualifying tournament, the smaller sportswear brands can shine
👉 Mixed Doubles, Major Style: Jack Draper's Vuori debut, new US Open looks revealed

Lacoste pays tribute to "GOAT” Novak Djokovic

Founded by French tennis legend Rene Lacoste in 1933, Lacoste is as synonymous with tennis as it is with fashion history. They didn’t invent the logo, but Lacoste pioneered the idea of displaying it prominently on the outside of a garment.

For the first time in 92 years, Lacoste is updating its iconic crocodile logo—and they’re doing it in honor of Novak Djokovic, known as the G.O.A.T. (Greatest of all Time) to his fans. The brand has dropped a limited-time collection, featuring an actual goat logo, to celebrate the 25-time Grand Slam champion.

Amanda Anisimova shines in Tiffany

Wimbledon runner-up Amanda Anisimova is returning to her home Slam in style, announcing a new partnership with Tiffany. The American modeled pieces from Tiffany’s HardWear Collection and recently visited their NYC flagship store, The Landmark, for a tour.

The jeweler also happens to craft the US Open trophy, making the partnership a fitting match.

Jannik Sinner gets his bag, again

Defending champion Jannik Sinner is returning to New York in style. The Italian will be carrying a new Gucci duffle bag on court, a customized beige and blue GG Supreme design with blue and yellow trim, nodding to the US Open’s signature colors.

“Side by side with @janniksin and a new, special edition duffle design celebrating Gucci’s relationship with the world of tennis,” Gucci shared on X.

Read More: How Jannik Sinner's Gucci duffle bag made history at Wimbledon

Jack Draper swaps Nike for Vuori

British No. 1 Jack Draper has officially joined California-based Vuori after his Nike contract ended this summer. It’s the brand’s first major tennis sponsorship, making it a bold move for both sides.

“I think I have always been someone who has wanted to do something different,” Draper told reporters. “Working with a brand like Vuori and their creative mindset, their values as a company, really aligns with what I wanted to do.

"Obviously, very grateful for Nike for everything they have done, but I’m looking forward to the journey with Vuori.”

Coco's signature smoothie

Coco Gauff, known for snacking on fruit salads during matches, is now blending her favorites into a new pineapple orange smoothie with Naked.

The 2023 US Open champion joins a growing list of players with signature food and drink items: Taylor Fritz has a Chipotle bowl, Nick Kyrgios created a protein shake for Joe and the Juice, and Aryna Sabalenka has an acai bowl at Oakberry, which is owned by her boyfriend Georgios Frangulis.