Novak Djokovic has earned something of a reputation for himself for mixing with the wrong crowds. His burgeoning relationship with self-annointed wellness guru Chervin Jafarieh, though, is probably the most damaging to date. Lockdown has not been kind to the Serbian world No 1, who has stumbled from PR disaster to PR disaster during the past few months. Despite all this, it is time devoted to Jafarieh and his world views that may see Djokovic’s stock fall furthest. This brand, as well as Jafarieh's world views, have been given plenty of air-time on Djokovic’s Instagram page, with the entrepreneur starring in at least three one-on-one live stories with the tennis star.

Source: Daily Mail June 24, 2020 12:06 UTC