Lacoste’s Bold Move: Swapping the Crocodile for a Goat Icon

Lacoste has made an exciting change by substituting its signature crocodile logo with a goat for a special capsule collection. This unique twist is dedicated to one of its prominent ambassadors, tennis superstar Novak Djokovic, who is frequently referred to by fans and media as the “GOAT,” meaning Greatest of All Time.

Lacoste Honors Novak Djokovic

The shift from a crocodile to a goat symbolizes the acronym GOAT, which represents Djokovic’s renowned status. According to Lacoste’s statement, this transformation reflects Djokovic’s remarkable achievements, reinforcing the excellence he represents as a brand ambassador.

Thierry Guibert, the CEO of Lacoste, noted, “Novak Djokovic has been part of the Lacoste family for over eight years. During this time, he has achieved twelve Grand Slam titles—half of his record.” Guibert emphasized how Djokovic’s resilience and values have significantly enhanced the brand’s image.

Reinventing the Brand Legacy

Guibert remarked that this initiative showcases the brand’s ability to adapt while honoring the traditions established by founder René Lacoste. This is not the first time the crocodile logo has evolved; in 2020, various artists collaborated with Lacoste to reinterpret the iconic logo in their unique styles.

From Crocodile to Goat

The limited-edition collection titled “From the Crocodile to the Goat” features five unique items: a polo shirt, T-shirt, tracksuit top, cap, and trousers. Each piece showcases a goat logo, marking a departure from the traditional crocodile. The collection was launched in New York on August 22, alongside Djokovic and within the brand’s new flagship store on 5th Avenue, which opened in April 2025.

The selection of New York for the debut is strategic, as Lacoste aims to expand within the leading sportswear market, a key goal highlighted in their recent communications.

Exclusive Collaborations and Events

In addition to the collection launch, Lacoste collaborated with the Plaza Hotel in New York to create a specialized afternoon tea experience. The menu features delicacies inspired by the brand, including creatively named items like “Court Side Cucumber” and “Croc Monsieur.”

The brand’s initiatives in the U.S. are part of a broader strategy. Earlier this year, Guibert expressed ambitions for annual revenue growth to four billion euros, driven by new store openings and regaining control of licenses.

With approximately 1,100 stores globally, including 198 in the Americas, Lacoste reported nearly three billion euros in revenue for 2024. Their fragrance division also shows promise, nearing 27 million euros in sales for the third quarter of 2024.