Lacoste Pays Tribute to Tennis Champion Novak Djokovic by Altering Renowned Crocodile Emblem into a Goat
**Lacoste Honors Novak Djokovic with GOAT Emblem Capsule Collection**
Celebrated for his unmatched talent on the tennis court, Novak Djokovic has consistently been viewed as one of the finest athletes in the history of the sport. With 24 Grand Slam titles and numerous records, he epitomizes excellence and commitment. To commemorate his illustrious career, Lacoste, for which Djokovic has served as a brand ambassador since 2017, has launched a unique capsule collection that highlights his recognition as the “GOAT” (Greatest of All Time).
**Honoring an Iconic Collaboration**
Djokovic’s alliance with Lacoste initiated with him wearing the brand’s iconic crocodile logo, a symbol that represents the resilience and sophistication promoted by its founder, René Lacoste. This collaboration, reflecting the brand’s ethos of tenacity, resilience, talent, and sophistication, is now celebrated with a new collection featuring a distinctive goat emblem, substituting the traditional crocodile.
**The ‘From a Crocodile to the GOAT’ Collection**
Developed in partnership with BETC Paris, the “From a Crocodile to the GOAT” campaign displays a five-item collection, which includes a polo, T-shirt, tracksuit jacket, cap, and pants. The items feature a special-edition embroidered goat emblem, symbolizing Djokovic’s journey and legacy in tennis. Launched at Lacoste’s Fifth Avenue flagship store by Djokovic himself, the collection was first revealed on August 22, 2025.
**A Salute to Fans and Legacy**
Recognizing the unwavering loyalty of Djokovic’s fans, Lacoste highlighted tweets from a decade ago that predicted his GOAT status. These early shout-outs were incorporated into the campaign’s launch video, showcasing the community’s significance in his remarkable career. Selected fans who had tweeted early about Djokovic’s greatness received surprise gifts from the collection.
“Our goal was to identify a symbol potent enough to reflect Novak’s incredible career. The goat emblem embodies the work ethic, determination, and resilience that Novak stands for,” stated Olivier Aumard, Executive Creative Director at BETC. “This collection isn’t solely about Novak; it also pays tribute to those early fans who recognized his potential and greatness.”
**Availability and Additional Information**
Lacoste x Novak Djokovic collection pieces are now accessible in select markets worldwide, accompanied by Djokovic-inspired posters highlighting every court he has triumphed on. To discover the collection and learn more about this tribute to tennis greatness, visit the Lacoste website.
**Source:**
– [Novak Djokovic, the greatest of all time](https://www.lacoste.com/se/news/sports/novak-djokovic-the-greatest-of-all-time.html)
– [Ad of the Day: Lacoste replaces its crocodile with a goat to celebrate Novak Djokovic](https://www.thedrum.com/news/2025/08/27/ad-the-day-lacoste-replaces-its-crocodile-with-goat-celebrate-novak-djokovic)