Lacoste has signed an apparel endorsement deal with Daniil Medvedev, the current number 15 in the ATP rankings for men's tennis. He will be wearing Lacoste as of this year's Miami Open, scheduled for March 18-31. Medvedev's previous sponsor was Lotto. This is actually Lacoste's second deal with the Moscovite, as Medvedev already has a racket sponsorship – for the Tfight XTC – with Tecnifibre, the French maker of tennis and squash equipment that Lacoste acquired in October 2017. Now 23, Medvedev signed with Tecnifibre at the age of 19, when he was number 329 in the ATP rankings. Within a year, he had cracked the top 100, but his breakout year was 2017, when he defeated the Swiss player Stan Wawrinka at Wimbledon and qualified for the Next Gen ATP Finals. Last year brought him three ATP titles. This year, he took a set from Serbia's Novak Djokovich, the current number one, at the Australian Open.

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