Lacoste Swaps Crocodile for Goat in Tribute to Novak Djokovic
Lacoste has temporarily replaced its iconic crocodile logo with a goat for a capsule collection honoring tennis star Novak Djokovic, often nicknamed the “GOAT” (Greatest of All Time). The limited-edition line, titled From the Crocodile to the Goat, features five pieces including a polo, T-shirt, tracksuit top, cap, and trousers, each bearing the goat emblem. The collection was launched on August 22 in New York, coinciding with the opening of Lacoste’s new flagship store on 5th Avenue.
CEO Thierry Guibert, who will be succeeded by Éric Vallat in September, highlighted Djokovic’s eight-year partnership with the brand, during which he claimed 12 Grand Slam titles. Guibert praised the player’s tenacity and values, noting that the initiative reflects Lacoste’s ability to reinvent its identity while staying true to the legacy of founder René Lacoste. This is not the first reinvention of the crocodile; in 2020, artists and illustrators reimagined the emblem in different styles.
The New York launch underscores Lacoste’s strategy to expand in the world’s biggest sportswear market. The brand also partnered with the city’s iconic Plaza Hotel for a themed afternoon tea featuring items such as “Court Side Cucumber” and “Croc Monsieur.” With nearly three billion euros in revenue in 2024 and 1,100 stores worldwide, Lacoste has set a target of four billion euros in annual sales, fueled by new openings and tighter control over its licences.
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