Lacoste celebrates tennis star Novak Djokovic’s GOAT status with new collection

Lacoste has launched its second GOAT capsule collection in tribute to ambassador and tennis player Novak Djokovic, swapping its iconic crocodile logo for a goat.

With the collaboration, the French sportswear brand celebrates Djokovic’s status as a GOAT – ‘Greatest Of All Time’ – a title worthy of the tennis stars’ talents. In a career spanning close to two decades, he has won 101 Association of Tennis Professionals-sanctioned titles, including 24 Grand Slam wins and 40 Masters 1000 crowns. 

“Few athletes leave a lasting mark on the history of their sport. Novak is one of them,” said Éric Vallat, CEO of Lacoste.

The new capsule features 11 pieces including polo shirts, T-shirts, a tracksuit jacket, trousers, a sweater, a cap, wristbands and socks – all carrying the exclusive GOAT logo in place of Lacoste’s crocodile.

The hero product is a polo shirt featuring a gold GOAT emblem, restricted to 100 units and sold exclusively at the brand’s Regent Street store. A second version in Lacoste’s signature green will be offered more broadly worldwide.

Djokovic will unveil the collection at the Regent Street flagship, as London is significant in Djokovic’s career, just in time for the city’s tennis season starting. 

Vallat added: “With this GOAT collection, we wanted to celebrate an extraordinary champion whose excellence, longevity and determination have shaped the history of tennis. By exceptionally transforming our iconic crocodile into a goat, we pay tribute to the GOAT with creativity and a touch of humour.”

The accompanying campaign was directed and photographed by director Max Siedentopf, who has worked with the likes of Gucci, Adidas, Nike and Balenciaga, with a series of humorous short films showing Djokovic appear alongside a group of goats.

The GOAT capsule is the second of its kind for Lacoste, following the first edition, which launched in August last year and also featured Djokovic. 

The capsule lands during a busy period of tennis-led activity for the brand. Earlier this week, Lacoste unveiled Club Lacoste at Selfridges London, a pop-up tennis clubhouse open until 12 July that has already toured New York, Melbourne, Miami and Roland-Garros.

The new campaign also follows Lacoste’s refreshed visual identity, which it unveiled in April, and made its crocodile more prominent and brought back serif characters drawn from its archives.

The updated visual identity was first showcased in the second edition of the brand’s ‘Life is a Beautiful Sport’ campaign, which also featured Djokovic in a short film.