Novak Djokovic Joins Cob Foods as Co-Founder, Leads $5M Seed Round

What’s happening:
World No. 1 tennis champion Novak Djokovic is expanding his performance playbook beyond the court — joining Cob Foods as a co-founder and leading its $5 million seed round.

Cob Foods is a wellness-focused snack brand reinventing popcorn with popped sorghum — a corn-free, gluten-free ancient grain packed with fiber, antioxidants, and slow-burning carbs for sustained energy.

Built around the belief that everyday snacks can fuel performance, Cob aims to bring functional nutrition to the mainstream. “Cob represents everything I value in performance and wellness — thoughtful ingredients, amazing flavor, and real accessibility,” says Djokovic.

Why it matters:
Djokovic’s move continues the athlete-investor wave — trading endorsement deals for ownership in brands aligned with longevity and clean living. The $5 million raise positions Cob to scale production, retail presence, and its digital footprint across the U.S. wellness market.

The Playbook Take:
We’re seeing a new playbook emerge where brands align with an athlete’s authentic narrative — not just their name. For Djokovic, this isn’t a marketing angle — it’s personal. After years of navigating celiac disease and dietary restrictions, he’s helping build a brand that solves the exact problem he faced: finding performance fuel that’s clean, digestible, and actually tastes good. Cob Foods captures the future of athlete-led innovation — products born from real challenges, built for everyday performance.