Novak Djokovic has launched a new venture away from the tennis court, becoming the lead investor and co-founder of Cob, a snacking brand that has launched its first product – a corn-free and gluten-free ancient grain snack reminiscent of popcorn.
The 38-year-old is passionate about clean eating and has been open about his gluten-free diet throughout his career. Djokovic has now joined forces with Cob founder Jessica Davidoff, and says he is thinking “long term” when it comes to building his personal brand and working with businesses that align with his values.
The 24-time Major winner recently revealed that he wasn’t thinking about retirement just yet, During a panel discussion at the Joy Festival in Riyadh, Djokovic said he was motivated by longevity, and warned his younger rivals that he wasn’t going anywhere.
But aged 38, Djokovic knows he is in the twilight of his career, and he’s turning his attention to off-court endeavours that he can continue long after he hangs up his racket.
Djokovic led a £3.8m ($5m) investment round, partnering with Davidoff, who had discovered the ancient grain sorghum during a long medical journey with her son, who had health issues stemming from a corn allergy.
“I was drawn to the brand because of Jess’ founder story of how she preserved to find the source of her son’s medical struggles and discovered sorghum in the process,” Djokovic told Forbes.
