The iconic crocodile of the French brand Lacoste is replaced by a goat. However, the metamorphosis will only apply to the duration of a capsule collection that is dedicated to one of its most important ambassadors: the tennis player Novak Djokovic, which is sometimes referred to by fans and media.
Lacoste celebrates Novak Djokovic
The choice of a goat as a replacement for the Lacoste crocodile is explained by the importance of English acronym Goat (goat), which stands for ‘Greatest of All Time’ (the greatest ever). This is what Novak Djokovic is called. The Lacoste ambassador “embodies this excellence, which justifies such a celebration,” explains the brand in a press release.
“Novak Djokovic has been part of the Lacoste family for over eight years. Together we have experienced an extraordinary time in which he won twelve Grand Slam titles-half of his entire title.” explained Thierry Guibert, Chief Executive Officer (CEO) from Lacoste. The managing director, who will follow éric Vallat in September, confirms that the persistence, mental strength and the values of the tennis player contributed to the success and rise of the brand.
For Guibert, the initiative reflects the ability of the brand to reinvent its codes and at the same time to remain true to René Lacoste’s legacy, the founder. Incidentally, it is not the first time that the Lacoste crocodile is questioned. In 2020, several artists have: inside and illustrator: Inside in cooperation with the brand, reinterpreted and revised the green crocodile in their respective style.
‘From the Crocodile to the Goat’
This limited homage collection with the name ‘From the Crocodile to the Goat’ comprises five parts: polo shirt, T-shirt, training jacket, cap and pants. Each part is decorated with a goat logo instead of the famous crocodile. It was launched on August 22nd in New York, on the US market, Djokovic and in the brand’s new flagship store, which was opened at Fifth Avenue in April 2025.
The choice of a launch on the US market is of course strategic. The expansion on the world’s largest sports clothing market, as Lacoste describes in its press release, is one of the most important current goals of the company.
The brand also teamed up with the legendary Plaza Hotel in New York and created a tailor -made Afternoon Tea. The menu offers inspired snacks from the brand, including sandwiches and hearty snacks called ‘Court Side Cucumber’ and ‘Croc Monsieur’.
The activities on the US market are part of a transition for the brand. In January 2025, Guibert told the Financial Times that the brand is aiming for annual turnover of four billion euros by opening new business and concessions as well as the recovery of control over the licenses.
Lacoste has 1,100 shops worldwide, 198 on the American continent. The brand recorded almost three billion euros in sales in 2024. The perfume segment is in an excellent constitution, with sales of almost 27 million euros in the third quarter of 2024.
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]