Image Source: YouTube
Lacoste has just made one of the most audacious moves in the world of sportswear and fashion, launching a special capsule collection that transforms its legendary crocodile logo into a green goat—declaring itself, and its brand ambassador Novak Djokovic, the greatest of all time. This reimagining is more than a fleeting marketing stunt; it’s an unequivocal statement about legacy, greatness, and the pace-setting power of sport-infused style.
Key Highlights of Lacoste’s GOAT Move
The capsule collection, entitled “From the Crocodile to the GOAT,” marks Lacoste’s eight-year partnership with Novak Djokovic, celebrating his sporting achievements and enduring influence.
Five iconic pieces—polo, t-shirt, tracksuit jacket, cap, and trousers—feature the limited-edition GOAT logo, bridging Lacoste’s tennis heritage with modern fashion storytelling.
The launch coincided with the build-up to the US Open, taking place at Lacoste’s new flagship store on New York’s Fifth Avenue amid meet-and-greet events and global fanfare.
The GOAT logo is unveiled as a tribute to Djokovic’s record-shattering career, including 24 Grand Slam titles and tenure as world No. 1 for the greatest number of weeks in history.
Campaign assets include striking posters showing Djokovic across all tennis surfaces and a robust social media campaign that replayed early fan tweets calling Djokovic the GOAT, rewarding loyalists with pieces of the collection.
From Crocodile to Greatest: Symbolism in Every Stitch
This capsule is more than limited-edition apparel. By morphing the famous croc into a goat, Lacoste signifies not just a change in visuals but a coronation—a public checkmate declaring the brand and Djokovic as icons who set standards, not just follow them. This deeply symbolic act is rooted in both club history and current relevance, tying back to René Lacoste’s original achievements on US soil and the invention of the polo shirt nearly a hundred years ago.
Launching at Fifth Avenue, where René Lacoste was first dubbed “the Crocodile” and clinched multiple US Championships, the unveiling echoes the brand’s defining moments, bringing together history, exclusivity, and global ambition. The context of the US Open amplifies the moment, with Djokovic’s status now as not only the most decorated male tennis player but also a living representation of Lacoste’s ethos: tenacity, mindset, and reinvention.
Fan Engagement and Social Activation
Lacoste’s campaign smartly rallied fans by replying to old social media posts, some stretching back more than a decade, in which devoted supporters had already referred to Djokovic as the GOAT. These fans were picked to star in the launch video and received exclusive pieces from the capsule, reinforcing the theme that true greatness is recognized long before it’s officially crowned.
This social-first approach, created with BETC Paris and captured by photographer Tyler Mitchell, includes visual storytelling that pairs tennis glory with style innovation—like Djokovic draped in a golden net cape atop an off-white polo. Joining Djokovic in the campaign are tennis legends Venus Williams and stars from fashion and pop culture, propelling Lacoste’s sportswear from the courts to the streets.
Fashion’s Response: No Competition, Just Catching Up
Instead of sparking rivalry, Lacoste’s GOAT campaign redefines the narrative: fashion is no longer competing—it’s chasing the standard set by greatness. By aligning with Djokovic’s achievements and values, Lacoste sets itself apart, turning a logo swap into a broader cultural conversation. As other brands continue trading on fleeting trends, Lacoste doubles down on history, meaning, and the authentic connection between sport and style.
The collection’s exclusivity not only commemorates Djokovic’s remarkable career but challenges industry peers to transcend superficial changes and embrace genuine reinvention. For Lacoste, this is not just a celebration of tennis history but a statement on what it means to be legendary, flexible, and relevant—where sport, style, and substance intersect.
Sources: Marketing Interactive, Ads of the World, Lacoste Corporate
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