Cover Tennis legend Novak Djokovic takes on the role of Global Wellness Advisor for Aman Resorts (photo: John Walton)
Tennis legend Novak Djokovic takes on the role of Global Wellness Advisor for Aman Resorts (photo: John Walton)
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In August 2024, luxury wellness resort chain Aman announced that Novak Djokovic, the celebrated tennis icon who holds a record number of Grand Slam titles in men’s tennis history, would be taking on the role of Global Wellness Advisor for the brand.
Through this partnership, guests staying at Aman resorts across the globe are now able to explore wellness programmes inspired by the insights of the renowned athlete. Beyond his impressive track record on the court, Novak Djokovic’s influence extends far beyond sport, resonating with the global community thanks to his exceptional commitment to both physical conditioning and mental fortitude.
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Previously, Aman had also collaborated with Maria Sharapova, the famed former Russian tennis champion, inviting her to serve as a Global Wellness Ambassador, an initiative that was warmly received by the brand’s well-travelled, sport-savvy clientele. This underscores the brand’s evolving strategy of aligning with high-profile tennis figures as part of its broader communications approach.
Raising awareness while reinforcing Aman’s luxury wellness positioning
Novak Djokovic and Maria Sharapova stand as global sporting icons, recognised far beyond the tennis court. Their involvement with Aman as advisors and ambassadors brings the brand into sharper focus for tennis enthusiasts around the world, while also reinforcing its image as a haven for luxury wellness. This strategy helps Aman extend its appeal to an affluent international audience seeking high-end retreats that go beyond the ordinary and offer refined wellness experiences.
Novak Djokovic also represents a fitting choice for the role of health advisor at Aman Group. The world-class athlete has frequently shared the principles and techniques he relies on to maintain peak performance. According to Djokovic, enduring success is not solely the result of technical prowess, but also of the consistent, daily rituals he maintains, including disciplined physical training, careful nutrition, and mindfulness practices.
Moreover, Djokovic has spoken openly about the importance of holistic health, an equilibrium between the physical, emotional and spiritual self. Alongside his rigorous fitness regimen, he advocates for meditation and immersion in nature as tools for emotional restoration. Cultivating gratitude, fostering meaningful relationships, and having a clear sense of purpose are, in his view, key to thriving in tennis and beyond. His personal approach to wellbeing aligns seamlessly with Aman’s own philosophy of mindful living. In this light, the partnership between the Serbian tennis star and Aman appears both strategic and natural.
Expanding wellness services and championing personal discipline
Through this collaboration, Aman Group not only strengthens global recognition, but also deepens its wellness offering by incorporating Novak Djokovic’s insights and experience.
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In particular, Djokovic has joined forces with Aman to develop the exclusive Detoxification Programme for resort guests. Rooted in his personal practices and discoveries, the programme offers guidance on nutrition, physical activity, recovery, and mindfulness. Djokovic hopes the initiative will not only support guests in improving their physical health, but also help them disconnect from the demands of modern life and rediscover a sense of emotional clarity.
In addition, Aman and Djokovic have launched Longevity Pathways, a bespoke wellness experience designed for those seeking to enhance their quality of life and promote healthy ageing. Curated by Djokovic, this programme provides a holistic approach to mind, body and spirit. While each itinerary is adapted to suit the specific climate and setting of the resort, the guiding ethos remains focused on cultivating enduring, beneficial habits.
Complementing these offerings is the Aman Tennis Club, a lifestyle apparel line inspired by Djokovic’s passion for tennis. Aman Group has also introduced the Purifying Discovery Set, a range of at-home wellness products that target deep cleansing, hydration and stress relief. These initiatives reveal a carefully considered promotional strategy that not only expands Aman’s brand awareness and suite of services, but also strengthens its standing as a global leader in luxury wellness.
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