Story By Belinda Ollervides
Image Credit: Asics via Instagram
Novak Djokovic is known for his precision on the tennis court, but in his latest collaboration with Japanese sportswear brand ASICS, the Serbian star trades his racket for a violin. The campaign showcases Djokovic miming Antonio Vivaldi’s “Winter” from The Four Seasons, highlighting rhythm, artistry, and the link between athletic performance and musical expression.
The ad builds on a moment from Wimbledon 2024, when Djokovic celebrated a victory by miming a “tennis racket violin” in tribute to his daughter Tara, who had just begun violin lessons. This playful gesture has now inspired a full-fledged campaign blending sport, music, and family ties.
From Court to Concert: A Campaign with Rhythm
In the newly released ad, posted on Instagram, Djokovic holds a real violin and gestures passionately to Vivaldi’s iconic composition. The visual underscores ASICS’s campaign slogan:
“Control the rhythm. Unlock the feeling.”
The company explains: “From his first step to his final shot, Novak plays with a rhythm only he can hear, and somehow, we feel every beat of it.”
By framing Djokovic as both athlete and artist, ASICS connects the precision of tennis with the emotional resonance of
The Wimbledon Inspiration
The campaign is rooted in a deeply personal moment. During his 2024 Wimbledon run, Djokovic mimed playing a “tennis racket violin” on court as a tribute to his daughter. The gesture instantly went viral, symbolizing not only his love for his family but also his ability to bring playfulness into the high-pressure world of professional tennis.
This wasn’t the first time Djokovic picked up an instrument. In 2023, while on vacation, he performed on Sarah McElravy’s 1785 Lorenzo Storioni viola alongside renowned violinist Julian Rachlin, a surprising duet reported by The Violin Channel.
Shoes in the Spotlight: The New York Collection
Beyond the violin motif, the campaign also spotlights ASICS’s Court FF 3 Novak shoe, part of the New York Collection released ahead of the US Open Tennis Championships.
For ASICS, pairing the product with Djokovic’s violin performance is more than just advertising footwear, it’s a branding move that aligns grace, rhythm, and emotional connection with athletic gear.
Sport Meets Art: Why This Matters
Djokovic’s new ASICS campaign is part of a broader trend where sports marketing crosses into culture and lifestyle. By drawing parallels between the artistry of music and the discipline of sport, the campaign positions Djokovic not just as a tennis champion but as a cultural icon who transcends the court.
In a landscape where athletes are increasingly expected to embody values beyond performance, this ad reinforces Djokovic’s image as both relatable and aspirational. It speaks to fans who see sport not just as competition, but as a form of creative expression.
Final thoughts
With the US Open on the horizon, Djokovic is once again at the centre of the tennis world. Yet his new violin-themed ASICS campaign reminds us that champions resonate far beyond their sport. Whether holding a racket or a bow, Djokovic continues to prove that rhythm, control, and emotion are what truly define greatness.
