As the prestigious brands are always looking for celebrities as ambassadors for their brands, in these last years we have looked with enthusiasm that the greatest athletes are one of the most popular choices between the most exclusive brands, not only because of their athletic achievement but also for their community and humanitarian work.
In this case Novak Djokovic has being appointed this past August as the latest Audemars Piguet ambassador, enjoying an exceptional season in 2011 the player has joined the notoriously sports ambassadors team of the brand crowded of sports celebrities such as Michael Schumacher, Leo Messi, American basketball star LeBron James, cricket legend Sachin Tendulkar and golfers Lee Westwood and Rory Mcllroy.
The Announcement was made in occasion of the US open the fourth gran slam tournament in 2011, a simple man with simple tastes, Djokovic has always have a special like for this fine watch brand.
All this started when the player paid a visit to the watch company and his workshops in Le Brassus where he was impressed by “the beauty and the complexity of the movements” produced there. “I have discovered a new passion for fine watchmaking and I truly admire both the traditional and modern aspects of the work accomplished by Audemars Piguet”.
But there is more that a tennis superstar behind Novak Djokovic. In 2007, he founded the Novak Humanitarian Fund that operated on various fronts, including providing access to tennis courts and scholarships for young Serbians, donating ambulances to hospitals in Kosovska Mitrovica and Brus, and making a donation to the Gracanica monastery for the redemption of land parcels in Padaliste.
The fund has recently narrowed its scope of activities and operates to provide emotional and programmatic support to children who have lost a parent. In Serbia, the foundation also seeks to support the access to education as well as educational development for all children. To aid in this, Djokovic has partnered with UNICEF Serbia.
Novak was warmly welcomed at the AP Family by Philippe Merk brand CEO who stated, “We are particularly honored by the friendship we enjoy with this great champion who expresses through his sport our own values of excellence and audacity. We wish him a warm welcome and the best of luck for the rest of the season which he has dominated so far, but the battle with his rivals isn’t over yet!”
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