Global lifestyle brand JOE & THE JUICE has announced a high-profile partnership with Novak Djokovic, tennis legend and Olympic gold medalist. Djokovic joins the brand as both a Health & Wellness Ambassador and shareholder, reflecting a shared dedication to holistic well-being and performance-driven living.

“I’m proud to announce my new role as a Health & Wellness Ambassador for Joe & The Juice,” said Djokovic. “Physical and mental wellness are the pillars of my success, and I admire Joe & The Juice’s focus on clean ingredients and balanced energy. Together, we’ll help bring purposeful wellness to more people worldwide.”

Fueling performance with purpose

As the holder of 24 Grand Slam singles titles and a record 428 weeks as world no. 1, Djokovic is no stranger to optimizing health for elite performance. His personal philosophy of mindful nutrition, strategic recovery, and mental clarity aligns seamlessly with JOE & THE JUICE’s core values.

According to Thomas Nørøxe, CEO of the brand, “Bringing Novak into the JOE family means enhancing our mission to inspire a balanced and vibrant lifestyle. He is the embodiment of wellness and authenticity, and this partnership will empower more people to live better.”

Global vision rooted in local impact

The long-term collaboration also includes Djokovic’s input on product development, brand campaigns, and the expansion of JOE & THE JUICE franchises in Serbia and Montenegro. With over 400 locations worldwide, the brand is now doubling down on its regional growth, beginning in areas deeply connected to Djokovic’s heritage.

This announcement reinforces JOE & THE JUICE as a leading health-centric lifestyle destination, and with Djokovic’s influence, the brand’s next chapter looks bolder than ever.

Keep an eye out for the first major campaign activation later this year.