The sports supplier is braced for a sales boost on the back of the Novak Djokovic product launch as the legend makes the semi-finals aged 39
Novak Djokovic of Serbia following his win against Felix Auger-Aliassime at Wimbledon. Brace-Yourself is the exclusive supplier of his new support sleeves
A Tyneside sports firm that supplies new tennis products created by Wimbledon legend Novak Djokovic has sealed a six-figure investment to rack up growth. Brace-Yourself, which is based in North Shields, supplied the grey knee sleeve that Djokovic famously wore at Wimbledon in 2024 while recovering from knee surgery a few weeks earlier.
The Serbian tennis champ had to be granted special permission by The All England Club to wear the grey sleeve, by the US brand Incrediwear, because it didn’t manufacture a white version at the time. The 39-year-old last night became the oldest Wimbledon quarter final winner in a record-breaking five set thriller, beating Canadian number 3 seed Félix Auger-Aliassime.
And he was so impressed by the sleeve’s effect on his recovery and performance that he has now collaborated with the brand to create his own signature range of sleeves. They all conform with the strict all-white dress code, and have been launched in time for Wimbledon.
Now the sports and orthopaedic supplier Brace-Yourself – the exclusive UK distributor for Incrediwear, including the Djokovic range – has worked with UMi Get Funding to secure a £150,000 loan from NPIF II – Mercia Debt Finance, which is managed by Mercia Business Loans as part of the Northern Powerhouse Investment Fund II (NPIF II).
Bosses told how they will use the funding to ramp up stock levels, scale its marketing and boost the firm’s fulfilment and logistics, to support its own growth and that of its sister website, Nalu which offers a wider range of health and wellbeing products.
Brace-Yourself was founded in 2022 by Clive Mitchell and his son Oscar, who already ran a successful business supplying the NHS with orthopaedic supports. The pair saw a gap in the market for an online store supplying athletes, private clinics and individuals, selling only premium quality, science-led products.
The business currently employs nine staff and occupies three units on the Orion Business Park.
Left to right: Julie Cuthbertson, Clive Mitchell, and Ian Whitworth at Brace Yourself in North Shields(Image: Brace Yourself)
The Incrediwear products they supply have carbon and germanium woven into the fabric, which react with body heat to create infrared waves. They claim to increase circulation, reduce inflammation and pain, and speed up recovery.
Clive, founder of Brace-Yourself, said: “There are a myriad of sites selling cheap braces and individuals often end up with inappropriate, poor-quality products that have little, if any, effect. We offer only carefully selected, science-led products supported by independent advice to help customers make the right choice.
“We saw a significant uplift in sales after Novak wore the grey sleeve we supplied prior to Wimbledon in 2024, and we are expecting a similar effect after the launch of his new signature range. UMi Get Funding helped us navigate the options and secure the right support quickly, which has made a real difference. The funding will help us to boost capacity and support the growth of the wider business.”
Julie Cuthbertson, chief funding solutions officer at UMi Get Funding, said: “Businesses like Brace Yourself show what’s possible when the right support is in place. By working closely together, we’ve helped unlock the funding needed to build on an already impressive growth story.
“Our role At UMi Get Funding is to simplify what can often feel like a complex process, in this case helping Clive and the team explore their options, shape the right funding approach and connect with a lender that aligned with their needs and pace of growth.”
Ian Whitworth of Mercia Business Loans added: “Clive had years of experience supplying orthopaedic products to the NHS before joining forces with Oscar and moving into online sales. Brace Yourself has quickly established itself a trusted supplier of premium products. We are pleased to support them as they continue to grow and expand into the wider wellbeing market.”
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