LACOSTE TURNS THEIR FAMOUS CROCODILE INTO A GOAT IN HONOR OF NOVAK DJOKOVIC
Tennis great Novak Djokovic is regarded as a worldwide sporting icon, having won 24 Grand Slam titles and set innumerable other records. His admirers refer to him as the "Greatest of All Time," or "GOAT," since he is widely regarded as the best tennis player of all time. In addition to his accomplishments on the court, Djokovic has proudly represented Lacoste for almost ten years, donning the company's recognisable polo shirts and shorts. Additionally, Lacoste recently unveiled a capsule collection that substitutes a unique goat emblem for the classic crocodile mark in honour of the long-standing partnership.
“Since 2017, he has proudly worn the Lacoste crocodile on his polo shirt, embodying the very values championed by the brand’s founder, René Lacoste: tenacity, resilience, talent, and elegance,” says Lacoste. “Qualities that define a true champion—and an inspiration to generations around the world.”
From a Crocodile to the GOAT is a campaign that Lacoste and the creative firm BETC Paris created. It has a five-piece set that comprises a polo, T-shirt, tracksuit jacket, cap, and pants, all of which are embroidered with the limited-edition goat insignia. On August 22, 2025, Djokovic personally launched the line at Lacoste's flagship location on Fifth Avenue.
Lacoste is also honouring the admirers who saw Djokovic's brilliance early on with the line. On X, the brand resurfaced decade-old tweets calling him the GOAT, replying to those posts and surprising fans with free pieces from the collection. To honour the community that supported Djokovic from the beginning, some of those early fan tweets are even included in the introduction film.
“We were looking for a strong symbol to celebrate the great career of Novak. From a Crocodile to The Goat symbolises the work ethic, the resilience, the determination that is needed to reach the status of legend,” said Olivier Aumard, executive creative director at BETC. “This collection also belongs to the very first fans, those who believed in Novak and referred to him as the GOAT since the start of his tennis career.”