When Lacoste, synonymous with sporty chic and French timelessness, replaces its iconic crocodile for the first time in 92 years – it’s almost like Chanel sewing an emoji onto a handbag. But this time it wasn’t a whimsical fashion fad. It was about Novak. About Djokovic. For a man who has long been more than just a player in the world of tennis – he is a myth, a statistic and a machine all in one.
With the 2025 US Open approaching, Lacoste has unveiled a limited edition collection of clothing that swaps the crocodile for… a goat. But not just any goat. It’s the GOAT – “Greatest of All Time.” With this move, Lacoste is paying tribute to its ambassador Novak Djokovic, who has not only transformed the sport during his career, but has also redefined the concepts of perseverance, mental toughness and… fashionable composure on the court.
The king of all statistics
Djokovic is not just a legend – he is someone who has elevated tennis statistics to an art form. With 24 Grand Slam titles, over 400 weeks at the top of the ATP rankings and the only player to have won all nine Masters 1000 tournaments, he has more than earned his GOAT badge. If the tennis world is a stage, then Djokovic is the main actor, the director and – judging by Lacoste – even the new icon of logo zoology.
This goat, as the acronym GOAT (Greatest of All Time) says, is not just a symbol; it is a tribute to the greatest. And Lacoste didn't lose its head – it just showed that it knows how to adapt heritage to the modern moment.
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When fashion respects greatness
Lacoste and Djokovic: the perfect fashion-sports pair
Lacoste and Djokovic have been collaborating since 2017, but this time the French brand has done something that goes beyond a simple promotion. The GOAT logo collection, available only during the US Open, is designed with equal parts sport, elegance and symbolism. Nothing is left to chance – every stitch, every detail is a subtle metaphor for Novak's journey.
From minimalist polo shirts to technically sophisticated sportswear, the collection is aimed not only at tennis enthusiasts, but also at those who understand the importance of context: when fashion and sport not only meet, but shake hands in respect.
Why now?
The US Open is one of Djokovic's key venues - a tournament he has won four times and is known for its energetic crowds and unpredictability. Launching the collection just before the tournament is both strategic and emotional - Lacoste has sensed a moment when dressing Djokovic is not enough. He needs to be honored.
What about the crocodile?
Don't worry - the legendary crocodile is not forgotten. He's just taking a fashion break. Maybe he's hopped off to the south of France, spending afternoons by the pool and occasionally checking the scores from Flushing Meadows. The goat is temporary, the crocodile is an eternal icon. But even icons know how - when the time comes - to take a step back and admit: "You deserve this."
Fashionable tennis finale: when tradition bows to greatness
Lacoste changed its logo. The world didn't stop, but at least it blinked a little in respect. Because when an athlete reaches a level where they no longer need superlatives, but get their own symbolism – then you know we're not talking about a player anymore. We're talking about a phenomenon.
With its new collection and temporary logo, Lacoste has done something bold – and elegant at the same time. It has expressed gratitude and honor, but without kitsch. Just like Djokovic, he plays: with a reserved smile, a cool head and a winning energy.
