A great like “Le Crocodile” recognizes greatness. French brand wanted to honor tennis player Novak Djokovic, the Goat.
Lacoste, known for its emblematic crocodile logo embroidered, especially at the poles, decided to close its mouth to the most famous reptile of fashion.
To the new ones limited edition of the French brand, the green predator is not in the products: it is replaced by a goat.
Branding change is nothing less than a tribute to the tennis player Novak Djokovicholder of 24 Grand Slam titles and considered one of the largest male players ever, which the brand considers to be “GOAT” – The English acronym for“ Greatest of All Time ”, which also means“ goat ”in English – of sport.
From a 🐊 to the 🐐.
Discover a collection that celebrates : a one-of-a-kind player whose career is defined by passion, perseverance, and greatness.– Lacoste (@lacoste)
René Lacoste, founder of the brand and former tennis player better known as “The crocodile”inspired the iconic logo that has remained practically intact in the chest of customers almost a century ago. The Frenchman won ten Grand Slam titles and was the first foreigner to win the United States Championship twice in 1926 and 1927.
When the star hung his racket, he founded the clothing company that would become a world reference. By 2024, Lacoste recorded revenues of $ 3 billion and sales growth of 8% compared to 2023, according to. René Lacoste confessed in 1973 to the Associated Press that she never understood the brand’s popularity well: she thought the image of the crocodile was part of success.
The new collection of the goat includes poles, t-shirts, training facts, coats, caps and pants, all with the new reinterpreted logo, but always with the crocodile in mind: The goat looks to the right and has small triangles in the chest, such as the scales of the famous reptile.
This It’s not the first time that Lacoste changes its logo; In 2018, the brand also temporarily replaced crocodiles with ten species in danger in collaboration with the International Union for Nature Conservation.
