The limited-edition capsule celebrates Novak Djokovic with a temporary logo swap ahead of Wimbledon
Lacoste has temporarily retired its crocodile for a more unexpected animal. The brand launched a limited-edition GOAT collection honoring Novak Djokovic ahead of Wimbledon, swapping its signature crocodile logo for an embroidered goat across 11 pieces, including polo shirts, tracksuits, sweaters, hats, wristbands, and socks, all rendered in the brand’s signature green and white.
The collection was unveiled at a panel event at Lacoste’s Regent Street flagship in London, where Djokovic met with fans to discuss the campaign and the philosophies behind his career. The activation aligns with a broader Wimbledon push for the brand, which has dressed Djokovic throughout his seven Grand Slam titles at the All England Club.
Alongside the capsule, Lacoste has opened Club Lacoste at The Fount Bar, a temporary cocktail experience in the men’s department at Selfridges running through July 12, offering tennis-themed drinks as a courtside companion to the tournament.
The move is a studied piece of athlete marketing, leaning into legacy rather than newness. Rebranding an icon as a transient tribute, with the crocodile stepping aside for the duration of the Wimbledon fortnight, positions Djokovic as something beyond a spokesman and frames the partnership as a mutual elevation. Whether the GOAT designation lands as an earned tribute or marketing shorthand will depend largely on what Djokovic does on the grass courts in the coming weeks.
