LACOSTE has swapped out its iconic crocodile logo for a goat, paying homage to Novak Djokovic ahead of the US Open. This bold move celebrates Djokovic’s status as the “GOAT” (Greatest of All Time) in men’s tennis, a nod to his record-breaking achievements and enduring legacy. The limited-edition collection, now available on lacoste.com and in select countries, cements the French brand’s long-standing partnership with the Serbian champion.
Djokovic has been a Lacoste ambassador since 2017, a collaboration that has seen him front multiple campaigns embodying the brand’s values of elegance, performance, and resilience. The partnership is more than commercial; it aligns Lacoste’s deep tennis heritage with Djokovic’s relentless pursuit of excellence. Founded by tennis legend René Lacoste in 1933, the label’s DNA is rooted in the sport, with the original crocodile logo itself inspired by René’s own nickname on the courts. Over the decades, Lacoste has outfitted some of tennis’s biggest names and remained a staple at Grand Slam tournaments worldwide.
The new “GOAT” logo marks a rare departure from tradition. In a statement, Lacoste said: “A collection for a one-of-a-kind player whose career is defined by passion, perseverance, and greatness. More than a tribute to a legend, this collection also honors the community that has supported him every step of the way.” The campaign is a showcase of Djokovic’s impact not just on the court, but also as a cultural figure who inspires millions.
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The timing is significant, as Djokovic enters the US Open with eyes on yet another major title. Despite recent tensions in Serbia, including lukewarm support to Serbian students and ongoing political unrest, Djokovic has chosen to keep a low profile, focusing on his training and family. Serbian media have reported his plans to move to Greece, adding to the intrigue surrounding his personal life in relation to Serbia itself. While he frequently references his homeland in promotional appearances, he has refrained from taking explicit stances on domestic issues, instead letting his athletic achievements speak for themselves.
Lacoste’s tribute comes at a moment when Djokovic’s legacy is being hotly debated. With 24 Grand Slam singles titles, he is widely recognized as one of the sport’s all-time greats. The brand’s decision to temporarily retire the crocodile in favor of the goat is a powerful gesture, reinforcing the deep ties between Lacoste and the upper echelons of tennis. The collection’s exclusivity and symbolic design are likely to make it a collector’s item for tennis fans and fashion enthusiasts alike.
As Djokovic steps onto the courts of New York in pursuit of history, Lacoste’s “GOAT” collection stands as both a salute and a reminder of the enduring bond between champion and brand. For Lacoste, it’s another chapter in a nearly century-old love affair with tennis; for Djokovic, it’s a fitting tribute as he continues to redefine greatness on his own terms.
