Lacoste pays tribute to Djokovic with GOAT collection

Lacoste has launched an exclusive capsule collection celebrating brand ambassador Novak Djokovic, transforming its signature crocodile emblem into a GOAT (Greatest Of All Time). The collection, unveiled in New York on August 22, marks Djokovic’s achievements and long-standing partnership with the French sportswear label.

Titled From the Crocodile to the Goat, the collection pays homage to Djokovic’s career and impact on tennis. The limited-edition line includes a polo, t-shirt, tracksuit jacket, trousers and cap, each featuring the redesigned logo. It is available in select countries worldwide.

Launch at Lacoste’s Fifth Avenue flagship

The unveiling took place at Lacoste’s newly opened Fifth Avenue flagship store in New York, where Djokovic greeted fans during a special event. The location reflects Lacoste’s heritage, as founder René Lacoste earned the “Crocodile” nickname in the United States and won the US Championship in 1926 and 1927.

Thierry Guibert, CEO, 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. 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."

Celebrating Djokovic’s historic career

The tribute coincides with the start of the US Open, where Djokovic has been a dominant figure. His career achievements include 24 Grand Slam titles – the most won by a male player – along with records for most weeks ranked world number one and the highest number of Grand Slam match victories. He is also the only player to have won every Masters 1000 tournament at least twice.

Symbolic tribute for sport and brand

The campaign highlights both Djokovic’s legacy and Lacoste’s ambition in the global sportswear market. By linking René Lacoste’s heritage with Djokovic’s accomplishments, the brand positions the collection as a symbol of a century of tennis excellence.