Waarom Lacoste zijn krokodil vervangt door een geit

The iconic crocodile of the French brand Lacoste is replaced by a goat. However, this metamorphosis is temporary and only applies to a capsule collection dedicated to one of his most important ambassadors: tennis player Novak Djokovic, also known as ‘Goat’ by fans and media.

Lacoste celebrates Novak Djokovic

The choice for a goat to replace the Lacoste crocodile is due to the meaning of the English acronym Goat (goat), which stands for ‘Greatest of All Time’. That is also called Novak Djokovic. The Lacoste ambassador “embodies this excellence that justifies such a celebration,” the brand said in a press release.

‘Novak Djokovic has been part of the Lacoste family for more than eight years. Together we went through an exceptional period in which he won twelve Grand Slam titles-half of his prize cabinet, “said Thierry Gibert, CEO of Lacoste. The director – followed by Éric Vallat in September – states that the tenor, mentality and values ​​of the tennis player have contributed to the appearance and growth of the brand.

According to Thierry Gibert, the initiative reflects the capacity of the brand to reinvent its codes and at the same time remain faithful to the inheritance of René Lacoste, the founder. Incidentally, it is not the first time that the Lacoste-Crocodile is being overhauled. In 2020, various artists and illustrators, in collaboration with the brand, revised and re -designed the green crocodile in their own style.

‘From the crocodile to the goat’

This tribute collection in a limited edition, called ‘From the Crocodile to the Goat’, consists of five items: a Polo, T-shirt, training jacket, cap and pants. Each item is decorated with a logo of a goat instead of the famous crocodile. The collection was launched on August 22 on the American market, in New York, in the presence of Novak Djokovic and in the new flagship store of the brand, which was opened in April 2025 on Fifth Avenue.

The choice for a launch on the American market is of course strategic. Expansion on the largest sportswear market in the world, as Lacoste describes it in his press release, is one of the most important objectives of the company.

The brand has also entered into a partnership with the legendary Plaza Hotel in New York by creating a special Afternoon Tea. The menu offers snacks inspired by the brand, including sandwiches and savory snacks called ‘Court Side Cucumber’ and ‘Croc Monsieur’.

The activities on the American market are part of a transition for the brand. In January 2025, Thierry Guibert stated to the Financial Times that the brand pursues an annual turnover of 4 billion euros through the opening of new stores and concessions, and by regaining control over the licenses.

Lacoste has 1,100 stores worldwide, of which 198 on the American continent. The brand realized a turnover of almost 3 billion euros in 2024. The perfume branch is also doing well, with a turnover of almost 27 million euros in the third quarter of 2024.