Lacoste transforms crocodile logo into goat in tribute to Novak Djokovic

US – Sports fashion brand Lacoste is rewriting its heritage codes with a limited-edition capsule collection that re-imagines its crocodile logo as a goat – a symbol of tennis champion Novak Djokovic’s status as the ‘Greatest of All Time’.

The launch celebrates Djokovic’s 24 Grand Slam titles and his eight-year partnership with the brand. ‘This initiative reflects our ability to re-invent our codes while staying true to René Lacoste’s heritage,’ said CEO Thierry Guibert.

The five-piece collection – featuring a polo shirt, t-shirt, tracksuit jacket, cap and trousers – will be launched in selected markets worldwide.

As highlighted in our Future Forecast 2025: Sports, Health & Wellness report, major brands are using the influence of sports stars to create more emotionally driven and authentic marketing campaigns.