Lacoste has presented a new edition of the limited GOAT collection dedicated to Novak Đoković, the brand’s longtime ambassador and one of the most successful tennis players in history. For this occasion, one of the most recognizable branding symbols has taken on a different form. Instead of the legendary crocodile, selected pieces feature a goat, as a direct reference to the term GOAT, or Greatest Of All Time.
The collection follows the first edition launched last year in New York, while the new edition was presented in London. A special place in the collection belongs to the polo shirt with the gold GOAT logo, which will be available in only 100 pieces.
With this, Lacoste connects its long-standing tennis identity with the career of an ambassador who has marked contemporary tennis. Đoković has 101 ATP titles, 24 Grand Slam titles and 40 Masters 1000 titles. He has won Wimbledon seven times.
“Few athletes leave a lasting mark on the history of their sport. Novak is one of them. 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 humor,” said Éric Vallat, CEO of Lacoste.
The launch of the collection is accompanied by a campaign signed by artist and creative Max Siedentopf. The campaign was launched on June 22 and consists of a series of short films and photographs in which Đoković appears in unexpected situations, surrounded by small goats. Instead of seriously celebrating sporting greatness, Lacoste chooses a lighter tone. The campaign uses humor to play with the title that many fans and commentators have associated with Đoković for years.
“Being a global ambassador and partner of one of the most recognizable tennis fashion brands in the world is a great inspiration for me. When they told me and my team that they wanted to pay tribute to my career in this way, I did not know what to say. I am very grateful,” Đoković said during the presentation in London.
In addition to the collection, Lacoste has also opened Club Lacoste in London, in The Fount Bar space within Selfridges. The temporary space, dedicated to tennis and the brand’s heritage, will be open until July 12, with cocktails inspired by the tennis season.
By changing its logo, Lacoste has made a rare move within its own visual identity. The crocodile remains the symbol of the brand, but in this campaign it has temporarily given its place to the goat, as a humorous and direct tribute to an athlete already written into tennis history.
