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In France, Lacoste unveils video game-inspired tennis court in Daniil Medvedev's honor

Medvedev's apparel sponsor teamed with the National Sports Agency of France to dedicate a hard court to Medvedev in Grasse, north of Cannes.

ByBaseline Staff

Published Nov 27, 2024

Ready, Play ... Player 1, that is! Daniil Medvedev's longtime apparel sponsor Lacoste teamed up with the National Sports Agency of France to honor the 2021 US Open champion in the most creative of ways: dedicating a hard court in his honor in Grasse, north of Cannes, where Medvedev has had a training base.

"My court," as Medvedev dubbed it, was revealed this week, and though its blue and green hues will be familiar to avid tennis fans, other details are unique, and inspired by one of the Russian's off-court hobbies.

Pixealted sidelines pay homage to Medvedev's well-known love for video games, and the baselines feature controller graphics marked ‘Player 1’ and ‘Player 2, along with Medvedev’s logo, which was unveiled by the brand last year and is also inspired by gaming.

In addition, the court's baselines also feature an artist's rendering of Medvedev's face, and the US Open trophy, which Medvedev famously won three years ago by denying Novak Djokovic the calendar-year Grand Slam, and celebrated with a now-famous homage to PlayStation.

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Medvedev has been sponsored by Lacoste since 2019, and a year later, signed an extension with the brand through 2026. The former world No. 1 has continued to embrace the commercial side of sports business through the brand partnership, starring in commercials for the famous French retailer's apparel, and also giving his input to the brand's recent shoe launches.

And after he failed to win an ATP singles title for the first time in seven seasons this year, will this home court be just the spark Medvedev's needs for a return to form in 2025?