From the Crocodile to the GOAT. Lacoste new collection for Djokovic
Lacoste made a move that perfectly shows what a sports legend is all about and how the whole story can be told with just one detail. The iconic crocodile gives way to a green goat, because GOAT means “Greatest Of All Time” - and for many, Novak Djokovic is the best player in history. The launch was timed with the start of the US Open and rolled out globally. It’s the first time in 92 years that the brand has modified its trademark logo, which is why the campaign has been picked up not only by tennis media but also marketing and business outlets. It connects René Lacoste’s legacy with today’s New York courts, with a single gesture that doesn’t need long explanations.
What the collection includes and how it’s built
The new line is short and consistent. It’s made up of five white pieces where the goat replaces the crocodile. Depending on the market, the brand and media show two different sets: a polo, a t-shirt, a cap, plus either a hoodie or a jacket, and bottoms in the form of sweatpants or shorts. The common theme is a clean base, sporty cut and an embroidered green goat in the classic Lacoste logo spot. This approach stays true to the brand’s aesthetic and works well for customers who usually go for functional, subtle gear.
Context and the launch location
The context is just as important as the design. In its official materials, Lacoste highlights Novak’s incredible achievements, underlining the record numbers and his longevity at the very top. That explains why this series was created and why it leads the conversation about sporting legacy in the fashion world. The event was held in New York, at Lacoste’s new store on Fifth Avenue - a symbolic bridge between the 1920s and today.
