Aman Has Built a New Luxury Brand Around Novak Djokovic

Aman Group, the company behind some of the world’s most expensive hotel stays, is launching an entirely new brand built around one of tennis’s most decorated players. Called Atma, the ultraluxury label will focus on wellness and sport, with Novak Djokovic leading its longevity, nutrition, racquet and wellness programming. The name comes from a Sanskrit word for spirit or the true self, and Aman says the brand will eventually span both city locations and remote destinations.

The first Atma is planned for Miami’s Brickell neighborhood, inside a high-rise on Brickell Bay Drive, with completion targeted for 2031. The tower will combine a hotel, branded residences and a private members club, and it connects to the city’s Baywalk waterfront with its own marina. The centerpiece is a 120,000-square-foot spa and wellness center designed with Djokovic, including a racquet club with indoor tennis and padel courts, mobility and conditioning labs, and a medical wellness center.

Residences will range from one bedroom to five-plus bedrooms, topped by six-bedroom penthouses, and owners will get priority nomination to the invitation-only Atma Club. Members of that club will receive preferred access to the marina, spa and restaurants. The food and drink program is being built around nutrition, though Aman says there will also be bars with live music and event spaces, so the brand is not positioning itself as a monastic retreat.

Atma deepens a partnership that began in 2024, when Djokovic was named Aman’s first global wellness advisor. It also continues Aman’s habit of spinning off new labels: the company introduced its sister brand Janu in 2020, opened the first Janu hotel in Tokyo in 2024, and has moved into cruising with Aman at Sea. For travelers, a 2031 opening means this is a long-range bet rather than a booking opportunity, but it signals where the very top of the market is heading — toward stays sold on health outcomes as much as on thread counts.

Sources: Travel Weekly