Grigor Dimitrov strips down as new face of Lacoste Underwear range

Grigor Dimitrov has begun 2024 by showing off in more ways than one from Brisbane.

In his opening match with Andy Murray on New Year’s Day, the 32-year-old popped the strings on four racquets and still managed to win three of those points during a three-set comeback.

Three days later, Dimitrov put on a clinic with his all-court shot-making in a dazzling 6-2, 6-1 win over Daniel Altmaier.

Ahead of his quarterfinal Friday with Rinky Hijikata, the No. 2 seed decided to show off away from the court on his Instagram account. The first photo and accompanying hashtag says it all:

"#LacosteUnderwear"

Dimitrov’s post went up hours after actor Jeremy Allen White proverbial broke the internet with the launch of his Calvin Klein campaign.

Lacoste stated in its latest launch with Dimitrov, "Total comfort, quality materials, a design that's both sporty and fashionable... the Lacoste Underwear range breathes new life into loungewear and underwear. To embody it, Grigor Dimitrov's charm is at its best. Humble and stylish, the champion posed in all simplicity, delighted to represent a collection that everyone can identify with."

The Bulgarian began working with the French luxury fashion brand in May 2023, joining the likes of Novak Djokovic and Daniil Medvedev as a brand ambassador. He debuted his first kit at Roland Garros, where he reached the round of 16.

Stripping down his most recent season of results, one can’t help but be encouraged by how Dimitrov finished out 2023 and has carried that form over to the start of the New Year. In October, the former world No. 3 defeated Carlos Alcaraz on his way to the Shanghai Rolex Masters semifinals and then finished runner-up to Djokovic at the Rolex Paris Masters by ousting Medvedev, Hubert Hurkacz and Stefanos Tsitsipas among others.

A triumph on Pat Rafter Arena this week would see Dimitrov step into the winners’ circle for the first time since capturing his biggest trophy to date at the 2017 ATP Finals.