Lacoste reimagines iconic crocodile logo for 'goat'

Lacoste has reimagined its iconic crocodile logo as a "GOAT" (Greatest of all time) in a new capsule collection celebrating tennis star Novak Djokovic.

Titled "From the crocodile to the GOAT", the line marks the brand’s eight-year partnership with Djokovic, one of the sport’s most decorated players. It includes five pieces, a polo, t-shirt, tracksuit jacket, cap and trousers, each carrying the special logo designed to signal both prestige and exclusivity.

The collection debuted on social media, with Lacoste sharing an Instagram video showcasing longtime Djokovic fans sporting the new pieces, highlighting the brand’s strategy of blending ambassador appeal with consumer engagement.

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The range launched globally in selected markets, with Djokovic unveiling the range at Lacoste’s new flagship store on New York’s Fifth Avenue on 22 August, ahead of the US Open.

The New York location ties back to René Lacoste’s own milestones, from winning the US Championship in 1926 and 1927, to earning the “crocodile” nickname and conceiving the polo shirt, connecting heritage with modern brand storytelling.

Djokovic, meanwhile, holds 24 Grand Slam titles, the most ever won by a male player, and has spent the greatest number of weeks ranked world No. 1. He also leads in Masters 1000 victories and remains the only player to win each of those tournaments at least twice, reinforcing his position as both a sports icon and a strategic marketing partner for Lacoste.

“Novak Djokovic has been part of the Lacoste family for over eight years. Together, we have shared an exceptional period, during which he won 12 Grand Slam titles – half of his career total. Beyond the extraordinary player, his tenacity, mindset and values have contributed to elevating and amplifying the brand," said Thierry Guibert, CEO of Lacoste.

He added, "Transforming our crocodile into a 'GOAT' today to pay tribute to him, and unveiling the collection here, where René built his legend, was an obvious choice. This initiative reflects our ability to reinvent our codes while staying true to René Lacoste’s heritage.”

MARKETING-INTERACTIVE has reached out for more information. 

The revamped logo follows Lacoste’s recent global campaign, "Play with icons", created with BETC Paris. The campaign blends fashion heritage with pop culture, highlighting both Lacoste’s most recognisable pieces and the personalities who wear them.

Shot by American photographer Tyler Mitchell, known for his vibrant, culture-forward lens, the campaign features Djokovic, Venus Williams, Wang Yibo, Pierre Niney and Adèle Exarchopoulos. Djokovic appears draped in a golden tennis net reimagined as a regal cape, paired with Lacoste’s off-white polo, a composition that reaffirms his “GOAT” status while underscoring the polo’s place in fashion-sport history.

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