The French brand Lacoste, iconic in the sports world, announced on August 22, 2025, a historic change: it temporarily replaced its traditional green crocodile with a goat in an exclusive capsule collection honoring tennis player Novak Djokovic. The initiative, launched at the flagship store on Fifth Avenue in New York, coincides with the start of the US Open, where the 38-year-old Serbian seeks his 25th Grand Slam title. The logo change reflects Djokovic’s nickname “GOAT” (Greatest of All Time), which also means “goat” in English, celebrating the tennis star’s legendary career. The limited collection, consisting of five items, has already sold out in several markets, reinforcing Djokovic’s impact on sports and fashion. The action blends tradition and innovation, connecting the brand’s heritage with one of the greatest athletes in history.
The “From Crocodile to GOAT” campaign highlights the over eight-year partnership between Djokovic and Lacoste, which began in 2017. During this period, the tennis player won 12 of his 24 Grand Slam titles, cementing his status as the male player with the most major titles in history. The logo change, a first in Lacoste’s 92-year history, garnered significant buzz on social media, with fans praising the brand’s boldness.
- Collection items: Includes polo shirt, t-shirt, tracksuit, jacket, and cap.
- Availability: Available in select markets, with online sales selling out quickly.
- Launch event: Held at the Fifth Avenue store, featuring Djokovic.
New symbol, new story
Replacing the crocodile with a goat is not just a marketing move but a cultural milestone. Lacoste, founded by legendary French tennis player René Lacoste, has sports in its DNA. The choice of the animal reflects the brilliance of turning a sports term into a globally resonant visual symbol. The collection, launched days before the US Open, combines sophistication and practicality, with items designed for use on and off the court. The diamond taffeta jacket, for instance, features details like laser-cut leather layers, referencing Djokovic’s triumphs on clay, grass, and hard courts.
The campaign also strengthens Lacoste’s position in the “athluxury” (luxury sportswear) market. Choosing New York as the launch stage was deliberate: the city is the birthplace of René Lacoste’s early successes, as he won the US Open in 1926 and 1927 and created the iconic polo shirt. The event at the Fifth Avenue flagship store included a meet-and-greet with Djokovic, drawing fans and collectors. The collection, priced between $120 and $240 in the US, emphasizes exclusivity, with details like mother-of-pearl buttons on the polo and the embroidered green goat logo.
Djokovic’s legacy in focus
Novak Djokovic, with 24 Grand Slam titles, 40 Masters 1000 victories, and over 400 weeks as ATP world number 1, is an undisputed figure in tennis. The Lacoste collection celebrates not only his achievements but also his resilience. At 38, the Serbian continues to challenge a new generation of players, such as Jannik Sinner, who defeated him in the Wimbledon 2025 semifinals. His longevity is remarkable: over half of his Grand Slam titles were won after age 30, a rare feat in the sport.
The partnership with Lacoste, which began in 2017, reflects shared values like tenacity and elegance. Thierry Guibert, Lacoste’s CEO, emphasized the player’s importance: “Turning our crocodile into a goat to honor Novak was an obvious choice. He embodies the excellence René Lacoste championed.” The campaign also pays tribute to Djokovic’s fanbase, strengthening the emotional bond between the athlete, the brand, and its audience.
- Djokovic’s records: 24 Grand Slams, most weeks as world number 1.
- Lacoste partnership: Started in 2017, with 12 Grand Slam titles won.
- Brand innovation: First logo change in 92 years of history.
- Cultural impact: The goat symbol resonates with young, urban audiences.
Lacoste’s market strategy
Lacoste leveraged the US Open’s high visibility to strengthen its presence in the North American market, the largest for sportswear. The “From Crocodile to GOAT” collection is not just a tribute but a strategy to solidify the brand in the luxury sportswear segment. The limited-edition items, like the piqué cotton polo and gabardine cap, heightened the sense of exclusivity, with products selling out quickly on Lacoste USA’s website. In the US, prices range from $120 for the t-shirt to $240 for the jacket.
The campaign also shone on social media, with Instagram posts generating thousands of interactions. Lacoste partnered with the Plaza Hotel in New York, offering a themed “afternoon tea,” expanding the campaign’s reach. Creative director Pelagia Kolotouros added sophistication, with details like stylized tennis balls on the items, representing Djokovic’s victories across different surfaces.
Bridging fashion and sports
Lacoste’s initiative goes beyond a clothing collection. It represents the fusion of fashion, sports, and culture. The logo change, a first in the brand’s history, reflects its ability to reinvent itself while staying true to its roots. The crocodile, created by René Lacoste, remains subtly present in the items, as a nod to tradition. The “From Crocodile to GOAT” collection is a milestone that connects the founder’s legacy to Djokovic’s contemporary impact.
The New York launch reinforces the historical significance of the US for Lacoste. It was there that René Lacoste earned the “Crocodile” nickname and developed the polo shirt, revolutionizing sportswear. The tribute to Djokovic revisits this history, creating a narrative that bridges past and present. The collection, with its minimalist and functional design, appeals to both tennis fans and fashion collectors, solidifying Lacoste as a leader in “athluxury.”
- Lacoste’s history: Founded by René Lacoste, US Open champion.
- Design innovation: Items blend sophistication and functionality.
- Global reach: Collection available in select markets, with high demand.
- Emotional connection: Campaign resonates with Djokovic and brand fans.
Reception and exclusivity
The collection sparked significant buzz among fans and experts. On social media, the logo change was hailed as a bold move, with posts praising the clever visual pun between “GOAT” and “goat.” The limited production of the items fueled collectors’ desire, with pieces like the polo and cap selling out in hours. The campaign also underscores Djokovic’s status as a cultural icon, capable of inspiring global brands to break traditions.
Lacoste has not confirmed whether the goat logo will return in future collections or if the crocodile will fully resume its place post-US Open. For now, the initiative remains a temporary tribute, but its impact already marks the brand’s history. The “From Crocodile to GOAT” collection is more than a clothing line: it’s a celebration of excellence, innovation, and the connection between sports and fashion.