Lacoste swaps crocodile for a goat to honour Novak Djokovic
Lacoste has launched a limited-edition capsule collection celebrating its long-standing ambassador, Novak Djokovic.
Zuko Komisa
In a special tribute to one of tennis’s all-time greats, French fashion brand Lacoste has launched a limited-edition capsule collection celebrating its long-standing ambassador, Novak Djokovic.
The brand, known for its iconic crocodile logo, has temporarily transformed the emblem into a goat, an acronym for the ‘greatest of all time’, as the tennis star competes in the US Open.
The new collection, dubbed ‘From the Crocodile to the Goat’, features five pieces: a polo shirt, T-shirt, tracksuit jacket, cap, and trousers. Each item is adorned with the exclusive goat logo, a unique nod to Djokovic’s illustrious career.
The Serbian tennis ace, who has been a Lacoste ambassador for eight years, personally unveiled the collection at the brand’s flagship store on Fifth Avenue in New York last week, greeting fans and showcasing the new line.
Thierry Guibert, Lacoste’s chief executive officer, praised the tennis legend’s impact on the brand.
“Novak Djokovic has been part of the Lacoste family for over eight years,” Guibert stated. “Together, we have shared an exceptional period, during which he won 12 Grand Slam titles – half of his career total.”
Guibert emphasised that the tribute goes beyond Djokovic’s on-court achievements.
“Beyond the extraordinary player, his tenacity, mindset and values have contributed to elevating and amplifying the brand,” he said.
“Transforming our crocodile into a goat today to pay tribute to him…was an obvious choice. This initiative reflects our ability to reinvent our codes while staying true to René Lacoste’s heritage.”
The collection is available in select Lacoste stores and online.
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