Why Lacoste is replacing its crocodile with a goat
Lacoste's iconic crocodile has been replaced by a goat. This transformation_ however_ is only for a capsule collection dedicated to one of its main ambassadors: tennis player Novak Djokovic_ sometimes nicknamed the "goat" by fans and the media.
Lacoste celebrates Novak Djokovic
Lacoste's choice of a goat to replace the crocodile stems from the meaning of the acronym GOAT (Greatest of All Time). This is Djokovic's nickname. The Lacoste ambassador "embodies this excellence that justifies such a celebration_" the brand explained in a statement.
"Novak Djokovic has been part of the Lacoste family for over eight years. Together_ we have gone through an exceptional period_ during which he has won twelve Grand Slam titles – half of his record_" said Thierry Guibert_ CEO of Lacoste. Guibert – who will be succeeded by Éric Vallat in September – stated that Djokovic's tenacity_ mental strength and values have contributed to the brand's influence and elevation.
For Guibert_ the initiative reflects the brand's ability to reinvent its codes while remaining true to the legacy of René Lacoste_ the founder. This is not the first time the Lacoste crocodile has been challenged. In 2020_ several artists and illustrators_ in collaboration with the brand_ revisited and reimagined the green crocodile in their respective styles.
From the crocodile to the goat
This limited-edition tribute collection_ "From the Crocodile to the Goat"_ is built around five pieces: a polo shirt_ a T-shirt_ a tracksuit top_ a cap and trousers. Each is adorned with a logo illustrated by a goat instead of the famous crocodile. It was launched on the US market_ in New York_ on August 22_ in the presence of Djokovic and in the brand's new flagship store_ which opened in April 2025 on 5th Avenue.
The choice of a US launch is_ of course_ strategic. Expanding into the world's leading sportswear market_ as described by Lacoste in its statement_ is one of the company's current main objectives.
The brand also chose to partner with New York's legendary Plaza Hotel by designing a bespoke afternoon tea. The menu features brand-inspired bites_ including sandwiches and savouries called "Court Side Cucumber" and "Croc Monsieur".
Its activations in the US market are part of a transition for the brand. In January 2025_ Guibert told the Financial Times that the brand was aiming for annual revenue of four billion euros through the opening of new stores and concessions_ as well as regaining control of licences.
Lacoste has 1_100 stores worldwide_ including 198 in the Americas. The brand recorded nearly three billion euros in 2024. Its Fragrance segment is also doing well_ with sales approaching 27 million euros in the third quarter of 2024.