Lacoste Turns the Crocodile into a GOAT for Novak Djokovic

Few brand logos carry the recognition of Lacoste's crocodile. Fewer still are confident enough to alter it. For the second year running, the French sportswear house has done exactly that, replacing its famous emblem with a goat to celebrate long-time ambassador Novak Djokovic and his place in tennis history.

GOAT, of course, stands for Greatest Of All Time. In Djokovic's case, the numbers make a convincing argument. With 101 ATP titles, 24 Grand Slam victories and 40 Masters 1000 crowns, his record has shifted the benchmark for men's tennis. Rather than producing another athlete collaboration, Lacoste has built an entire capsule around that achievement.

The limited-edition GOAT collection spans eleven pieces, including polo shirts, T-shirts, a tracksuit jacket, trousers, knitwear, a cap, wristbands and socks. Every item carries the exclusive GOAT logo, transforming one of fashion's most recognisable sporting insignias into something that feels both playful and surprisingly collectible.

The standout piece is a white Lacoste polo embroidered with a gold GOAT logo. Just 100 examples will be produced, available exclusively from the brand's Regent Street flagship in London, making it one of the year's most exclusive tennis-inspired releases. A second version in Lacoste's signature green offers a more accessible take while retaining the same graphic identity.

Supporting the release is a campaign by artist and creative Max Siedentopf. Since launching on 22 June, a series of short films has seen Djokovic accompanied by a herd of miniature goats in typically deadpan, surreal scenarios. It's a reminder that while the statistics speak for themselves, there's still room to have fun with the title.