LONDON — What once had scales and sharp teeth is now fluffy with hooves. Lacoste honored Novak Djokovic by replacing its crocodile logo with a goat on an exclusive collection ahead of next week’s Wimbledon.
The transformation was unveiled at an intimate panel talk at Lacoste’s flagship on Regent Street, where the tennis legend sat down with fans to discuss the new campaign and the philosophies behind his success.
“Being a global ambassador and a partner of one of the most recognized tennis clothing brands in the world is a huge inspiration to me,” Djokovic said. “When they communicated to my team and me that they would want to honor my career by doing this, I didn’t know what to say. I’m very grateful.”
The limited-edition GOAT collection features 11 signature pieces. Polo shirts, tracksuits, sweaters, hats, wristbands and socks are all offered in green and white, embroidered with a small goat.
Wimbledon has been a tournament that Djokovic has dreamt of his whole life. He recalled making Wimbledon trophies out of improvised materials in his room at age 7. “I think everything in life happens for a reason, and there’s a higher force in play that has a plan for all of us,” Djokovic said.
Now a seven-time Wimbledon champion, he is getting ready to chase another Grand Slam title. The meaning of winning has changed over the years for the legend, but he believes that “if you want something, you’ll find a way; if you don’t want something, you’ll find an excuse.”
Ahead of all the courtside parties, Lacoste has also opened Club Lacoste at The Fount Bar, a temporary cocktail experience in the upstairs men’s section of Selfridges that celebrates the brand’s legacy and the start of the tennis season.
Visitors can cool off with tennis-inspired cocktails — including the matcha “Match Martini” — available through July 12 before heading to the courts.
