Overview
- Lidl confirmed Graf as the international ambassador for its Crivit label in a campaign titled “Find your move.”
- The rollout begins in mid-February across more than 30 countries, covering sport and outdoor categories beyond tennis.
- Graf says movement now represents life quality and joy rather than training or performance, echoing the campaign’s message.
- Lidl executive Jens Thiemer frames the partnership as elevating the private label’s global standing, following tie-ups with Arnold Schwarzenegger and Heidi Klum.
- The endorsement marks a measured return to public-facing work for Graf, whose recent recreational focus includes pickleball and padel.