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Tennis icon Novak Djokovic is once again making headlines—this time, not for his dominance on the court but for his bold leap into the world of health-focused entrepreneurship. The 24-time Grand Slam champion has turned his lifelong passion for wellness and nutrition into a thriving business endeavor with the launch of Cob, a clean, sustainable snack brand co-founded and backed by Djokovic himself.
A champion’s next chapter
Known for his meticulous diet and holistic approach to performance, Djokovic’s new venture perfectly aligns with his personal philosophy of clean living. Cob, officially launched on November 1, offers a corn-free, gluten-free, ancient grain snack made from sorghum, a nutrient-dense and sustainable grain.
“I have a wealth of knowledge in the areas of clean eating, functional foods and recovery,” Djokovic said. “So have been passionate about translating my knowledge and experiences into focused investments in these areas where I can add value both via my platform as well as my knowledge base.”
Novak Djokovic’s $5 million investment in Cob positions him as both lead investor and co-founder, working alongside Jessica Davidoff, who created the brand after discovering sorghum during her son’s medical journey.
Inspired by purpose, fueled by passion
“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 shared. “I also already incorporate other ancient grains into my diet so was extremely intrigued to try sorghum and absolutely loved it.”
Cob debuts in four distinct flavors—Cacio e Pepe, Mediterranean Herb, Seriously Cheesy, and Olive Oil & Pink Salt, with a limited-edition kettle corn flavor expected in 2026. Djokovic admits his personal favorite is the Olive Oil & Pink Salt variant, a choice shared by his daughter.
The product aims to bridge taste and health by offering on-the-go snacks crafted with ingredients you’d find in your own kitchen, staying true to Novak Djokovic’s commitment to natural and functional nutrition.
Merging the mindsets of athlete and entrepreneur
Drawing parallels between his sporting and business careers, Djokovic believes both worlds demand focus, resilience, and adaptability. “I think entrepreneurship is really similar to being an athlete,” he said. “In both entrepreneurship and tennis you’re setting out to hit goals that might never have been achieved by anyone else, and you have to have a very intense mindset to overcome all of the obstacles along the way.”
As his investment portfolio expands, Novak Djokovic is increasingly drawn to long-term ventures rooted in wellness, sustainability, and performance. His involvement with Cob follows similar collaborations with Sila and other health-focused brands.
“I’m thinking more long-term in terms of companies that I can help grow over the next five-to-10 years and really add value to from my wealth of knowledge and experiments in the wellness and nutrition spheres,” he said.
Sustainability meets innovation
Djokovic’s environmental commitment shines through in Cob’s ethos. “I’m proud of our commitment at Cob to be plastic neutral and eventually plastic negative,” he noted. Sorghum’s minimal water requirements and deep root systems make it a sustainable ingredient, aligning with Djokovic’s passion for nature and conservation.
With a world increasingly focused on longevity and mindful living, Novak Djokovic’s timing couldn’t be better.
“People across the world are becoming much more informed and concerned with longevity and are questioning what they’re eating,” he concluded. “So I think it’s a great time to be launching a food brand focused on better-for-you options with a nutritional powerhouse like sorghum.”
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