Lacoste swaps its croc for a goat in tribute to Djokovic

Lacoste has temporarily replaced its iconic crocodile logo with a green goat in a new limited-edition collection honouring Novak Djokovic.

The move marks a tribute to the tennis star’s widely accepted status as the “Greatest of All Time,” or GOAT, just ahead of his next US Open appearance.

Djokovic, who has been sponsored by Lacoste since 2017, is chasing his 35th Grand Slam title. The brand introduced the new line through a short social media video featuring fan tweets and the caption: “From a 🐊 to the 🐐.”

This isn’t Lacoste’s first logo remix. In 2018, it swapped its crocodile for endangered animals in a campaign that drew wide attention.

The Djokovic tribute takes a more fan-focused approach, spotlighting the role audiences play in shaping athlete narratives.

Fans have responded positively. Comments ranged from “Beautifully done” to “Shut up and take my money.”

“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. 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.” said Thierry Guibert, CEO of Lacoste.

Whether Djokovic wins again in New York or not, Lacoste’s tribute is a nice way to recognise a player who’s been central to their brand identity for nearly a decade.

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