🇩🇰 Du finder den danske version af denne artikel her.

There’s rarely a quiet moment around Danish brand JOE & THE JUICE, which continues to expand with new stores opening across the globe. Most recently, they unveiled “House11” – their vision for the store of the future, launched on home turf in Copenhagen. (Read more here.)

Now, they’re welcoming not just a new ambassador but—perhaps even more notably—a new co-owner. Tennis icon Novak Djokovic has entered into a strategic partnership with JOE & THE JUICE to champion functional health, “one sip at a time.”

And while “strategic partnership” may be an overused phrase in the world of branding, this one has real weight. The tennis legend and Olympic gold medalist isn’t just lending his face to the brand—he’s becoming a co-owner, playing an active role in shaping its future.

Novak Djokovic says:

“I’m proud to announce my new role as Health & Wellness Ambassador for JOE & THE JUICE. Physical and mental health have always been the foundation of my career – both on and off the court. I’ve learned that what you put into your body directly affects what you’re able to achieve.”

Novak continues:

“JOE & THE JUICE shares the same focus on clean ingredients, energy, and balance. I have admired their approach to health and functionality for many years – whether it’s a juice before a match or a mental reset in the middle of the day. Now, I’m excited to help bring that experience to even more people.”

With 24 Grand Slam titles and a record 428 weeks as world number one, Djokovic knows better than anyone what it takes to optimize both body and mind.

And these values deeply resonate with Thomas Nørøxe, CEO of JOE & THE JUICE.

Thomas Nørøxe says:

“We want to make it easier for people to choose healthier options and inspire a more balanced lifestyle. Bringing Novak into the family strengthens that philosophy. He is a global icon for health and authenticity – values deeply rooted in our DNA. This partnership is about growing together and giving even more people the opportunity to elevate their everyday lives.”

Thomas adds that this is a long-term collaboration, and Djokovic will play an active role in brand campaigns and product development. He will also share his expertise in health and performance.

The partnership will be officially launched later this year – and of course, you can follow all the updates here on dontt.dk.

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