Lacoste Goes GOAT: Celebrates Novak Djokovic with Ultra-Limited Logo Drop

For the first time in its history, Lacoste has set aside its legendary crocodile logo. In its place stands a goat, embodying Novak Djokovic as the Greatest of All Time. The French label dropped a limited capsule collection on the eve of the US Open, swapping the familiar crocodile logo for a green goat stitched on polos, caps, and jackets. It’s a big change from a brand that has barely touched its logo since René Lacoste first put it on a shirt in the 1930s. It’s a salute to the legacy Djovokic has built.

Djokovic has been the face of Lacoste for eight years, and in that time he has won 12 Grand Slam titles in their gear, half of his career total. The logo flip is Lacoste’s way of saying what tennis fans have argued for years: Djokovic sits alone at the top.

The launch wasn’t quiet either. Lacoste rolled it out on Fifth Avenue in New York, with Djokovic himself there to meet fans. Posters of him plastered across the city, the very courts where he carved out his legend. What made the release even sharper was how Lacoste tied in fans. The brand dug up old tweets from as far back as 2010, when die hard supporters were already calling Djokovic the GOAT. Some of those fans were invited into the campaign, others received pieces of the collection as a thank-you for believing before the world caught on. Djokovic, now 38, is still chasing history. He opens his US Open run against teenager Learner Tien, with a record 35th Grand Slam title on the line.

Conclusion

Lacoste’s tribute was perfectly timed and well deserved. Djokovic has given so much to the sport, rewritten its record books, and inspired a generation. The recognition was well earned.