"The Lacoste crocodile logo was made in honor of founder René Lacoste's nickname as a tennis player, and the French apparel brand's codes prohibits it from being messed with. For the U.S. Open, though, Lacoste is making an exception. For a five-piece capsule collection for Novak Djokovic, the green embroidered crocodile logo has been replaced with a goat. The Paris-born Lacoste, known as "le Crocodile," won 10 major titles and was the first foreign player to win the U.S. championship twice, in 1926 and 1927."
"Lacoste announced their new capsule in time for the U.S. Open to pay tribute to Djokovic, a Lacoste brand ambassador who it says is the greatest of all time, or GOAT. Though the animal is more cuddly than a crocodile, the meaning behind the goat is the same as the meaning behind Lacoste's nickname as a player. It's about tenacity, winning, and on-court excellence."
Lacoste's crocodile logo originated from founder René Lacoste's tennis nickname and typically remains unchanged by brand rules. The company has expanded over a century, producing $3 billion in revenue in 2024 and recording an 8% sales increase from 2023. For the U.S. Open, Lacoste created a five-piece capsule replacing the green embroidered crocodile with a goat to honor Novak Djokovic as the greatest of all time. The goat symbol evokes tenacity, winning and on-court excellence, paralleling the meaning behind Lacoste's original nickname. Djokovic has 24 Grand Slam titles.
Read at Fast Company
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