From Crocodile to Goat: Lacoste Changes Its Skin for Novak Djokovic

The 2025 US Open, always a stage for the greatest tennis legends, made headlines this year not only for the matches played but also for an unprecedented communication campaign by Lacoste. For the first time since its founding, the famous French clothing brand decided to set aside its iconic crocodile and transform it into a goat: a direct tribute to Novak Djokovic and the famous acronym “GOAT” (Greatest of All Time), which in the sports world celebrates the greatest of all time.

A Glorious Partnership

For eight years, Lacoste and Novak Djokovic have shared a path of mutual success; indeed, throughout this collaboration founded on discipline, triumphs, and style, Lacoste has reaffirmed its sporty profile based on refinement and quality, while Djokovic has elevated his status to a global icon, capable of combining performance and personality.

Not Just Lacoste

In fact, this is not the first time a brand has reinvented itself: beyond Lacoste, many brands in the past have launched creative campaigns or revisited their visual identity to celebrate iconic figures.
Among the most notable, the famous Nike “Jumpman” logo was born from an iconic photo of Michael Jordan taken in 1984, becoming the symbol and cultural icon of the Jordan brand since 1997.
Also Nike, in the early 2000s, created for Kobe Bryant an abstract symbol inspired by a sword in its sheath, emblem of talent and discipline. His collections evoked the black mamba, embodying speed, precision, and lethality: distinctive traits of his playing style.

This temporary brand transformation is not just a creative stunt but a public recognition and visual tribute that successfully blends fashion, sport, and pop culture.
In an era where logos are more than simple graphics, Lacoste has reinterpreted its icon, transforming it into a living symbol capable of telling a story that evolves with sport and time.

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