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Novak Djokovic’s investment in startup Cob has him positioned as a co-founder. <\/p>\n
Cob<\/p>\n
Tennis legend Novak Djokovic has turned his personal interest in clean eating and functional foods into a business strategy. His latest move comes as the lead investor and co-founder of Cob, launching Nov. 1 as a corn-free, gluten-free ancient grain snack akin to popcorn. <\/p>\n
\u201cI have a wealth of knowledge in the areas of clean eating, functional foods and recovery,\u201d Djokovic tells me, \u201cso 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.\u201d<\/p>\n
The $5 million investment round led by the 24-time major champion and Olympic gold medalist allowed Djokovic to partner with founder Jessica Davidoff on the Sorghum-based product that she helped create after a long medical journey with her son led her to the ancient grain. <\/p>\n
Novak Djokovic says his investing strategies have changed over the course of his career. <\/p>\n
Cob<\/p>\n
\u201cI was drawn to the brand because of Jess\u2019 founder story of how she preserved to find the source of her son\u2019s medical struggles and discovered sorghum in the process,\u201d Djokovic says. \u201cI also already incorporate other ancient grains into my diet so was extremely intrigued to try sorghum and absolutely loved it.\u201d <\/p>\n
Cob launches in four flavors: cacio e pepe (cheese and pepper), Mediterranean herb, seriously cheesy and olive oil and pink salt. The tennis star and his daughter favor the olive oil and pink salt flavor, while Djokovic\u2019s son enjoys a limited-edition kettle corn flavor coming in 2026. Djokovic says the mission of making on-the-go snacks using processes and ingredients you\u2019d use in your own kitchen was a natural fit for him. <\/p>\n
Just like his tennis, Djokovic\u2019s perspective on investing has evolved. \u201cI think entrepreneurship is really similar to being an athlete,\u201d he says, \u201cespecially a tennis player because it\u2019s a solo sport. In both entrepreneurship and tennis you\u2019re 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 to achieving those goals.\u201d <\/p>\n
Novak Djokovic is looking for long-term investment opportunities. <\/p>\n
Cob<\/p>\n
Part of that process is synthesizing data to evolve. Djokovic says he\u2019s constantly working with his team to assess training, recovery, nutrition and its impact on his performance. He likens that to a good entrepreneur reviewing customer feedback and data points to evolve products, marketing and packaging. \u201cI love the fact that they\u2019re both highly data-driven,\u201d he says. <\/p>\n
As Djokovic continues to build his personal portfolio, he has some companies where his investment is purely monetary and then others where he\u2019s involved, such as Sila and now Cob, where he\u2019s a co-founder. \u201cI think earlier in my career, I was really focused more on training and more near-term brand partnerships,\u201d he says, mentioning clothing and shoe deals and tennis-related collaborations. \u201cNow I\u2019m 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.\u201d <\/p>\n