Daniil Medvedev has signed a 5-year extension of his contract with Lacoste that runs until 2026. Medvedev also plays with Tecnifibre racquets and strings. Tecnifibre is owned by Lacoste as well.

Though a grand slam title has eluded Medvedev so far, he reached the US Open final in 2019 and has won three Masters titles.

Lacoste emphasizing his “elegance of play” didn’t go down well with fans on social media. But it is a good deal for Lacoste, signing up a potential grand slam champion for 5 years. 

Lacoste is a French brand founded by tennis player René Lacoste and André Gillier. The company also sponsors top-ranked Novak Djokovic. Medvedev is represented by talent agency IMG.

K-Swiss announced that Venus Williams will become an ambassador of the company.  As part of the partnership, EleVen, a brand owned by Williams will work with K-Swiss to create limited-edition footwear and apparel. 

In addition, she will become the face of the Club K-Swiss Campaign. The timing of the partnership announcement is interesting given that Venus Williams is 40 years old and she is not expected to play professionally for many years given her age.

K-Swiss is an American athletic shoe brand founded in 1966. It is currently owned by South Korean company E-Land World Limited and its creator Kevin Randall.