Lacoste just did what most brands wouldn’t dare: it reworked its iconic crocodile logo and transformed it into a goat. The French label gave its scaly mascot a complete makeover as a tribute to tennis legend Novak Djokovic. Ahead of the US Open, Lacoste honored Djokovic with a capsule collection and a one-of-a-kind custom jacket that screams one thing: greatness.
The campaign, titled “From the Crocodile to the GOAT”, is a full-throttle celebration of Djokovic’s domination across the red clay of Paris to the grass of Wimbledon, the hard courts of Melbourne to the electric lights of New York. With 24 Grand Slam titles to his name and a resume that puts him squarely at the top of tennis history, Djokovic isn’t just Lacoste’s star ambassador; he’s the embodiment of their core values: resilience, precision, and elegance under pressure.
The limited-edition capsule features five essentials: a polo, a t-shirt, a tracksuit jacket, trousers, and a cap. But the real twist? The iconic Lacoste crocodile has been reimagined as a goat. It’s bold, it’s clever, and it’s a cheeky wink to Djokovic’s undisputed status as the Greatest Of All Time.
Launched from Lacoste’s gleaming new Fifth Avenue flagship, the collection dropped with none other than Novak himself in attendance. Fans flooded the store for a rare meet-and-greet, but the event wasn’t just about celebrity buzz. Released just ahead of the US Open, it was a full-circle moment that bridged René Lacoste’s New York legacy with Djokovic’s own chapter of dominance on American courts.
That’s not all; apart from the capsule range, Lacoste honored Djokovic with a unique jacket worthy of his record-breaking legacy. Designed by Lacoste Creative Director Pelagia Kolotouros, the one-of-a-kind piece Djokovic wore onto the court before his US Open opener was crafted with stacked, laser-cut leather panels meant to resemble elevation maps. The design traced Novak’s global journey across surfaces, stadiums, and eras. Four tennis balls were embedded on the back to represent his four Grand Slam wins across each surface—hard, clay, and grass—while the words “Grand Slam Tournaments” framed a world map stitched into the fabric.
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