Summary:
- Lacoste replaced its crocodile logo with a goat to honor Novak Djokovic ahead of the US Open
- The brand launched "From the Crocodile to the GOAT" capsule collection referencing Djokovic's status as greatest of all time
- Djokovic won 12 of his 24 Grand Slam titles during his 8-year partnership with Lacoste
French fashion house Lacoste transformed its famous crocodile logo into a goat before the US Open tennis tournament. The temporary change honors Serbian tennis player Novak Djokovic through a limited capsule collection called "From the Crocodile to the GOAT".
The collection plays on the double meaning of "goat." While the word refers to the animal, in sports slang GOAT stands for "Greatest of All Time." This title fits Djokovic's achievements during his eight-year partnership with Lacoste.
Djokovic secured 12 of his 24 Grand Slam victories while serving as a Lacoste ambassador. This represents half of his total Grand Slam wins across his professional career.
Thierry Guibert, Lacoste CEO, explained the decision. "Novak Djokovic has been part of the Lacoste family for over eight years. Together, we shared an exceptional period during which he won 12 Grand Slam titles. Beyond being an extraordinary player, his tenacity, mindset and values helped elevate and amplify the brand. Transforming our crocodile into a GOAT to pay tribute to him was an obvious choice. This initiative reflects our ability to reinvent our codes while staying true to René Lacoste's legacy."
The limited collection features polo shirts, t-shirts, jackets, caps and pants. Each piece displays the exclusive goat embroidery replacing the traditional crocodile. Lacoste unveiled the collection at its new flagship store on Fifth Avenue in New York.
The timing aligns with the US Open tournament, where Djokovic competes for another Grand Slam title. His partnership with Lacoste began in 2017 when he switched from previous sponsor Uniqlo. Since then, Djokovic has worn Lacoste apparel during his most successful Grand Slam period.
The collection represents a rare instance of a luxury brand modifying its core visual identity. Lacoste's crocodile logo has remained largely unchanged since René Lacoste created it in 1927. The founder earned the "Crocodile" nickname during his playing career, which inspired the logo design.
Djokovic's achievements during his Lacoste partnership include victories at Wimbledon, the French Open, Australian Open and US Open. His Grand Slam count places him among tennis history's most successful players alongside Roger Federer and Rafael Nadal.
The capsule collection launches exclusively at select Lacoste stores and online. Pricing details remain undisclosed, though Lacoste typically positions its limited collections in the premium segment.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.