1) Nole is the player who broke Nadal and Federer's domination. Many people rage if their "historic enemy" is beaten by Nole, only because Roger can beat Rafa and Nadal can beat Federer. If in a tournament Nadal and Federer aren't in the same half of the draw, then the tournament is useless. From 2005 to 2010 tennis fans supported Rafa and Roger and sponsors did the same: Nike created clothing lines that brought the same brand but that had completely different styles. Novak was sponsored by Sergio Tacchini and now by Uniqlo, two sponsors not so popular, and that's very unusual for a World No. 1.
2) Djokovic struggles to have the support on his side. The most remarkable episodes are Madrid 2013 and US Open 2015, and you can notice it even more when he faced Nadal or Federer.
3) The type of tennis he plays is not so "original". The people who know much about tennis know that playing like Nole is almost impossible. His ball speed, depth and many abilities... but he doesn't play Nadal's banana shot or Federer's SABR.
4) The beginning of his career. In 2007 or 2008 Djokovic was considered as "cocky" and "overrated". Also many people didn't forget that Federer in Monte Carlo blew off Djokovic's box.
Will we wait for Federer and Nadal's retirement to see an increase of Djokovic's fans? We say no, but if the next generation doesn't give any excitement to supporters like the previous ones...
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