Lacoste just did the unthinkable. They replaced their classic crocodile logo, after 92 years, with a goat. Yes, a goat. But it’s not just any animal. It’s the Greatest Of All Time, honoring tennis legend Novak Djokovic as he goes for history at the US Open.
The Numbers Behind This Bold Move
Let’s get the facts straight before we talk about why this matters.
Lacoste launched this limited-edition “From the Crocodile to the GOAT” collection on August 25, 2025, just before the US Open began.
The collection includes five pieces:
a polo, t-shirt, tracksuit jacket, cap, and trousers.
All of them featuring the new GOAT logo instead of the famous crocodile.
Djokovic has been with Lacoste for over 8 years, and during that partnership, he’s won 12 Grand Slam titles – exactly half of his total career record of 24.
The timing isn’t random either.
Djokovic holds 24 Grand Slam titles (the most ever won by a male player), has spent the most weeks ranked world No. 1, and is the only player to have won each Masters 1000 tournament at least twice.
Why This Works
Messing with an iconic logo is marketing suicide 101. Ask Coca-Cola about New Coke, or Gap about their 2010 logo disaster. But Lacoste’s move works because they did three smart things:
- First, they made it temporary and limited. This isn’t a rebrand – it’s a tribute. The scarcity factor makes it collectible rather than alienating.
- Second, they tied it to genuine achievement. GOAT (Greatest Of All Time) isn’t just tennis slang anymore. It’s how fans, media, and even other players refer to Djokovic. The logo change reflects reality, not marketing fiction.
- Third, they kept the design language consistent. The goat logo maintains the same green color and simple aesthetic as the crocodile. It feels like Lacoste, just… different.
The Launch Strategy Was Flawless
Lacoste didn’t just drop this collection randomly. They orchestrated the launch like a proper campaign:
- Location mattered: Djokovic personally unveiled the collection at Lacoste’s new Fifth Avenue flagship store in New York on August 22. This isn’t just any store- it’s where René Lacoste built his legend, winning the US Championship in 1926 and 1927.
- Social media buildup: They teased the collection with a video featuring actual fan tweets calling Djokovic the “GOAT of GOATs”. Comments flooded in with reactions like “Shut up and take my money” and “Fully deserved. Nole is the undisputed GOAT”.
- Celebrity meet-and-greet: The launch included a special fan meet-and-greet format, making it feel exclusive and personal.
What Lacoste’s CEO Said
Thierry Guibert, Lacoste’s CEO, was surprisingly direct about their strategy:
“Novak Djokovic has been part of the Lacoste family for over eight years. Together, we have shared an exceptional period, during which he won 12 Grand Slam titles – half of his career total. Beyond the extraordinary player, his tenacity, mindset and values have contributed to elevating and amplifying the brand”.
He continued: “Transforming our Crocodile into a GOAT today to pay tribute to him, and unveiling the collection here, where René built his legend, was an obvious choice. This initiative reflects our ability to reinvent our codes while staying true to René Lacoste’s heritage”.
Translation: We know our history, we know our athlete, and we know exactly what we’re doing.
This Isn’t Lacoste’s First Logo Experiment
Lacoste has done this before!
In 2018, they swapped their crocodile for endangered species in a conservation campaign that drew massive attention. In 2020, they let various artists reimagine the crocodile in their own styles.
The difference? Those were social cause campaigns. This is pure sports marketing, and it’s more personal. They’re not just supporting a cause. They’re celebrating their own ambassador’s achievements.
The Mixed Fan Reactions
The people on Instagram are having very different reactions.
The positive crowd is going wild:
- “Shut up and take my money”
- “Fully deserved. Nole is the undisputed GOAT”
- “This is pure genius marketing”
But the negative crowd is equally vocal:
- “The Crocodile symbol was way better than the goat one…”
- “Visually it doesn’t fit good.”
- “No”
But we think that people posting negative reactions are not aware that the logo change is temporary and only for one product line.
The Marketing Genius Behind the Timing
This campaign launched right before the US Open, when tennis attention is at its peak. But more importantly, it launched when Djokovic is chasing his 35th Grand Slam title. If he wins, the GOAT collection becomes a celebration. If he doesn’t, it’s still a tribute to tennis history.
Either way, Lacoste wins.
What Other Brands Can Learn from Lacoste
- Authenticity beats everything: The GOAT nickname wasn’t created by Lacoste’s marketing team. It was earned by Djokovic and adopted by fans. The brand just visualized what already existed.
- Temporary beats permanent: Making it a limited collection instead of a permanent change removes risk while creating urgency.
- Timing is everything: Launching during the US Open, at their NYC flagship, with their ambassador present – every detail supported the story.
Conclusion
Lacoste turned what could have been a risky logo change into a masterclass in athlete marketing. They honored their ambassador, created collector value, and generated massive buzz, all while staying true to their brand heritage.
The GOAT collection proves that sometimes the boldest marketing moves are the most calculated ones. When you have 92 years of brand equity, the right athlete, and perfect timing, even changing your iconic logo can become marketing gold.
Will this sell polos? Absolutely. Will people remember it years from now? Even more importantly – yes. And in the attention economy, being memorable is worth more than being safe.
We see more and more brands changing their logos nowadays. Here’s one that was in controversy:
ZEE5: The Real Story Behind The Controversial Logo Rebrand!
