Brace-Yourself, a Tyneside-based sports and orthopaedic supplier, has secured a £150,000 loan from NPIF II – Mercia Debt Finance to scale up operations following a collaboration with Wimbledon legend Novak Djokovic. The company is the exclusive UK distributor of Djokovic's new signature range of support sleeves, launched in time for Wimbledon 2026.
Djokovic's endorsement drives sales
Djokovic, 39, wore a grey Incrediwear knee sleeve supplied by Brace-Yourself at Wimbledon in 2024 while recovering from knee surgery. The All England Club granted special permission for the non-white sleeve. Impressed by its effect, Djokovic collaborated with Incrediwear to create his own range, now all-white to comply with Wimbledon's dress code. On 7 July 2026, Djokovic became the oldest Wimbledon quarter-final winner in a five-set thriller, beating Canada's Félix Auger-Aliassime.
Funding details and growth plans
The loan, facilitated by UMi Get Funding, will help Brace-Yourself increase stock levels, scale marketing, and improve fulfilment and logistics. The company also operates sister site Nalu, selling health and wellbeing products. Founded in 2022 by Clive Mitchell and his son Oscar, the firm supplies the NHS with orthopaedic supports and saw a gap for premium online sales to athletes and clinics. It employs nine staff across three units on Orion Business Park, North Shields.
Science-led products
Incrediwear products weave carbon and germanium into fabric, reacting with body heat to produce infrared waves. The company claims these increase circulation, reduce inflammation and pain, and speed recovery. Clive Mitchell said: 'We saw a significant uplift in sales after Novak wore the grey sleeve... and we are expecting a similar effect after the launch of his new signature range.'
Support from funding partners
Julie Cuthbertson, chief funding solutions officer at UMi Get Funding, said: 'By working closely together, we’ve helped unlock the funding needed to build on an already impressive growth story.' Ian Whitworth of Mercia Business Loans added: 'Brace Yourself has quickly established itself as a trusted supplier of premium products. We are pleased to support them as they continue to grow.'
