Tennis star Novak Djokovic joins Joe & The Juice as wellness ambassador

Novak Djokovic joins the Joe & The Juice team behind the bar in Rue Marbeuf, Paris. Credit: Joe & The Juice

Global juice bar and coffee chain Joe & The Juice has announced a strategic partnership with tennis legend Novak Djokovic, naming him both a shareholder and the brand’s new Health & Wellness Ambassador.

Revealed this week, the collaboration will see Djokovic actively involved in product development, marketing campaigns and franchise expansion – starting in Serbia and Montenegro. The move supports Joe & The Juice’s mission to make clean, functional nutrition more accessible across its 400+ global locations.

“I’m proud to announce my new role as a Health & Wellness Ambassador for Joe & The Juice,” said Djokovic.

“Throughout my career, physical and mental wellness have been the foundation of my performance on and off the court. From training and recovery to nutrition and mindset, I’ve learned that what you put into your body directly impacts how far you can push it. Joe & The Juice shares that same commitment to clean ingredients, energy, and balance. I’ve long admired their fresh, functional approach to fuelling the body and mind – whether it’s a pre-match juice or a mid-day reset. Together, we’ll be working on bringing purposeful wellness to more people around the world.”

Closely aligned with the brand’s identity

The company welcomed the partnership, highlighting that Djokovic – a 24-time Grand Slam champion and current world No.1 – brings a personal ethos of health, discipline and performance that closely aligns with the brand’s identity.

Thomas Nørøxe, CEO of Joe & The Juice, added: “Bringing Novak into the JOE family means enhancing that philosophy and reaching even more people. He’s a global icon who embodies well-being and authenticity – values central to who we are. This partnership is about growing together and continuing to empower people to elevate their lifestyle. And trust me, we’re just getting started.”

The partnership will also prioritise expanding Joe & The Juice’s presence in Djokovic’s native region, starting with new franchises in Serbia and Montenegro. This regional growth forms a key part of the brand’s broader international expansion strategy, grounded in its health-first ethos.

With Djokovic’s active involvement and support, the company aims to reinforce its position as a leading health-focused lifestyle brand.