Lacoste has pulled off one of its boldest logo makeovers yet, swapping out its iconic crocodile for a goat. The move was a tribute to tennis great Novak Djokovic, who many fans call the “GOAT” (greatest of all time).
The brand launched a limited-edition capsule collection featuring a polo, T-shirt, tracksuit jacket, cap, and trousers, each proudly carrying the goat logo. Djokovic himself unveiled the line at Lacoste’s flagship store in New York during the US Open, as per media reports, giving fans a chance to see the collection first-hand and share the moment with him.
The campaign, titled ‘From the Crocodile to the Goat’ and created by ad agency BETC, leaned into symbolism that was both fun and meaningful. It also marked Djokovic’s eight-year partnership with Lacoste, a period during which he has lifted 12 Grand Slam trophies. To make it even more special, fans featured in the launch video and received surprise pieces from the collection.
Lacoste showed that heritage doesn’t have to feel old. Reinventing a classic logo while staying true to brand DNA can make for a memorable campaign. Add in a celebrity partnership and a symbol as sticky as the GOAT, and you’ve got a recipe for marketing that resonates beyond sport.
Opens a new possibility for Indian brands And Athletes
For Indian brands, the opportunity lies in building deeper, long-term partnerships with athletes instead of one-off ad shoots. Imagine if Nike dropped a limited-edition jersey just for Virat Kohli, or if Adidas celebrated P.V. Sindhu with a custom “Smash Queen” sneaker line. Even Puma could remix its big cat logo into something playful for M.S. Dhoni’s legacy, or design a quirky collection around Rohit Sharma’s ‘Hitman’ persona.
These kinds of symbolic tributes can create buzz far beyond the playing field. Add in social media fan engagement, and the campaigns practically write themselves. With the right mix of creativity, heritage, and athlete storytelling, Indian sports marketing could have its own crocodile-to-goat moment.
