Lacoste replaces the crocodile: Djokovic celebrates as GOAT at the US Open!

Lacoste replaces the crocodile: Djokovic celebrates as GOAT at the US Open!

On September 4, 2025, Lacoste announced that the famous crocodile emblem would be replaced with the symbol of a goat for the first time in 91 years. This remarkable decision comes in the context of the US Open 2025 and honors tennis star Novak Djokovic, widely regarded as the “Greatest Of All Time” (GOAT). Djokovic has achieved outstanding achievements with 24 Grand Slam titles and over 400 weeks at the top of the world rankings. He is also the only player to have won each of the nine Masters 1000 tournaments at least once and each individual title at least twice.

Lacoste's initiative reflects not only Djokovic's extraordinary career, but also his close connection to the brand, which has existed since 2017. Available during the US Open, Lacoste's GOAT collection will be available, combining sporty functionality with stylish elegance and including classic polo shirts and technically sophisticated performance clothing. CEO Thierry Guibert said Djokovic has been part of the Lacoste family for over eight years, during which he has won 12 Grand Slam titles. However, the crocodile emblem will not be permanently removed, but will be given a temporary break.

The US Open 2025 in focus

The US Open is a major event in international tennis and annually attracts the best players and fans from all over the world. This year the tournament atmosphere will once again be given a special sparkle with the announcement of Lacoste's special collection. In addition to Djokovic, there will also be appearances by other tennis greats who will enrich the US Open. Novak Djokovic had already won the prestigious event four times and the connection between his career and Lacoste's current campaign reinforces the importance of the timing.

The limited-edition G.O.A.T.-themed collection includes a polo, t-shirt, track jacket, hat and pants, available in select stores worldwide. This collection is not only a tribute to Djokovic, but also a reminder of the successes of René Lacoste, who won the US Championship in 1926 and 1927.

Tennis as a cultural phenomenon

Lacoste's announcement follows the long history of tennis, which is believed to have its roots in the monasteries of northern France in the High Middle Ages. The first mention of the game is in “Dialogus miraculorum” by Caesarius von Heisterbach, and the game has evolved greatly over the centuries. From its beginnings as a simple ball game, it has developed into a global billion-dollar business with high prize money and sponsorship contracts.

Jeu de Paume experienced its heyday in the 16th and 17th centuries, while the modernization of the sport led to the standardization of the rules of the game. The first Wimbledon tournament took place in 1877 and marked a significant milestone in the history of tennis. The introduction of international competitions, such as the Davis Cup in 1900 and the founding of the ATP and WTA in the 1970s, underline the evolution and importance of sport on the global stage.

Lacoste's new collection for Novak Djokovic during the US Open is a symbol of the symbiosis of sporting achievements and brand strategic decisions and takes into account both the tradition and the modern development of tennis.

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