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Lacoste Turns Crocodile into GOAT to Celebrate Novak Djokovic

Lacoste has taken an unexpected step to honor Novak Djokovic, unveiling a bold tribute that cements his place as what many call the greatest tennis player in history.

Por: Alejandro Carrillo
LACOSTE GOAT
Lacoste temporarily replaces its iconic crocodile logo—for the first time in 92 years—with the image of a goat / Photo Lacoste

In a striking gesture, the French fashion house Lacoste released a limited-edition collection ahead of the US Open, temporarily replacing its iconic crocodile logo—for the first time in 92 years—with the image of a goat.

 

The symbolism is deliberate: in English, “goat” not only refers to the animal but also stands as the acronym for Greatest Of All Time. Within the sports world, labeling someone the “GOAT” is a way of declaring them the finest to have ever played the game, and Lacoste is making its stance on Novak Djokovic very clear.

Part of the Lacoste campaign celebrating Djokovic Achievements / Photo Lacoste

The timing is significant. The Billie Jean King National Tennis Center in New York is the stage for Djokovic’s much-anticipated return after he skipped the Cincinnati Masters. Since Wimbledon, where he was defeated at the semifinal by Jannik Sinner, the Serbian legend has been focusing on both physical and mental training to strengthen his chances of chasing an unprecedented 25th Grand Slam title.

GOAT on the Polo

Although he enters the US Open with little match practice on hard courts, Djokovic’s determination to expand his record-setting legacy is undiminished. To celebrate this pursuit, Lacoste—his sponsor since 2017—has put forth this limited edition honoring him. The traditional green crocodile that adorns his polo has been temporarily transformed into a green goat, blending heritage with symbolism.

 

The campaign was unveiled through a promotional video on Lacoste’s social channels, featuring tweets and fan messages hailing Djokovic as the “GOAT.” It highlights the brand’s ongoing partnership with the Serbian icon and the growing recognition of his unmatched achievements in tennis.

Djokovic, now 38, launched his US Open campaign last Sunday night against 19-year-old Learner Tien / Photo via Lacoste
/ Photo Lacoste

Additionally, under the creative vision of Pelagia Kolotouros, Lacoste creative director, a one-of-a-kind Lacoste jacket was crafted in tribute to Novak Djokovic and his remarkable 24 Grand Slam victories. Conceived by Kolotouros alongside her team and produced in partnership with Ventta, the piece was designed as an extraordinary work of haute couture.

 

The creation transforms leather—carefully cut and sculpted by hand—into a striking map of the world, serving as a symbolic homage to the Unisphere in Flushing Meadows, the emblematic setting of Djokovic’s triumphs, the designers explained.

 

Djokovic, now 38, launched his US Open campaign last Sunday night against 19-year-old Learner Tien. Nole won 6-1, 7-6, 6-2. However, the challenge is steep, as he faces the intensity of a two-week marathon in New York.

Lacoste Makes History

Interestingly, Djokovic approaches the tournament with a new strategy. For the first time in two decades, he chose to bypass the traditional hard-court warmup swing, skipping the Masters 1000 events in Canada and Cincinnati. 

 

This calculated decision reflects his focus on recovery and energy management, aware that conserving strength could be the key to triumphing in best-of-five set battles.

According to leading fashion houses, under the creative vision of Pelagia, a one-of-a-kind Lacoste jacket was crafted in tribute to Novak Djokovic / Photo via Lacoste
Under the creative vision of Pelagia Kolotouros, a one-of-a-kind Lacoste jacket was crafted in tribute to Novak Djokovic / Photo Lacoste

More than a month has passed since his Wimbledon exit, and stepping straight into the spotlight of Flushing Meadows without recent competition carries risk. Yet Djokovic’s unparalleled mental resilience and meticulous preparation allow him to trust the process. For Lacoste, this special edition marks not just a tribute, but a powerful message: their star athlete is not only the face of the brand, but the embodiment of tennis greatness itself.

Lacoste capsule collection with the goat / Photo Lacoste

Key Information

  • Why did Lacoste change its crocodile logo to a goat? To honor Djokovic as the “Greatest Of All Time.”
  • When did Djokovic last compete before the US Open? In the Wimbledon semifinals against Jannik Sinner.
  • How many Grand Slam titles is Djokovic chasing in New York? His 25th.
  • What unusual decision did Djokovic make before the US Open? He skipped the hard-court Masters in Canada and Cincinnati.

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