Lacoste swaps crocodile for goat in Djokovic tribute capsule for Wimbledon

Lacoste replaced its crocodile with a goat for Novak Djokovic, turning the brand’s most familiar emblem into a GOAT message without losing the stiffness that makes Lacoste feel expensive. The tribute capsule launched on June 22, ahead of Wimbledon, and sits on a narrow line between sports legend worship and the kind of logo discipline old-money fashion prizes.

The collection is Lacoste’s second consecutive GOAT tribute to Djokovic, following the first edition in New York in 2025. This year’s capsule spans 11 pieces, including polo shirts, T-shirts, a tracksuit jacket, trousers, a sweater, a cap, wristbands and socks, but the real object of desire is the gold GOAT-logo polo, limited to 100 units and sold only at Lacoste’s Regent Street flagship in London. A green version is available more broadly, a careful split that keeps the most collectible piece scarce while letting the idea travel beyond the flagship floor.

That restraint is what makes the gesture work. Lacoste is not pretending to erase its crocodile or turn Djokovic into a permanent house mascot. The brand has framed the switch as a temporary symbolic move, the sort of controlled novelty that flatters heritage rather than smudging it. Éric Vallat, Lacoste’s chief executive, said the company wanted to celebrate Djokovic’s excellence, longevity and determination, and to transform the crocodile into a goat “with creativity and a touch of humour.”

The numbers behind the tribute are built for status language as much as tennis history. Lacoste says Djokovic has won 101 ATP titles, including 24 Grand Slam titles and 40 Masters 1000 crowns, and has worn the brand’s crocodile since 2017. Those credentials give the campaign its authority, while the GOAT acronym gives it a wink: greatest of all time, rendered in a logo swap that feels sharp rather than loud.

The campaign was directed and photographed by Max Siedentopf, who cast Djokovic in short films alongside small goats, a playful touch that keeps the concept from tipping into self-parody. Djokovic was set to unveil the collection at Lacoste’s Regent Street flagship, where the brand also extended its London tennis presence through Club Lacoste at Selfridges London until July 12. In a season full of noisy collaborations, Lacoste has chosen the quieter move: make the emblem rare, make the joke elegant, and let Wimbledon do the rest.