- Lacoste has launched its second GOAT capsule collection honoring Novak Djokovic, temporarily replacing its iconic crocodile logo with a goat, timed to London's tennis season.
- The 11-piece collection includes a limited gold GOAT polo restricted to just 100 units, sold exclusively at Lacoste's Regent Street flagship store.
- Djokovic personally unveiled the collection in London, a city central to his tennis legacy, with a campaign directed by Max Siedentopf, featuring humorous short films of Djokovic alongside actual goats.
- This is the second GOAT capsule Lacoste has produced for Djokovic, following a first edition released in August 2025 ahead of the US Open.
Lacoste has dropped its second GOAT capsule collection celebrating Novak Djokovic, unveiled on June 25, 2026, right as London’s tennis season kicked off.
The French sportswear brand swapped its signature crocodile for a goat motif across all 11 pieces, which include polo shirts, T-shirts, a tracksuit jacket, trousers, a sweater, a cap, wristbands, and socks.
The standout piece is a gold GOAT emblem polo limited to just 100 units, available only at Lacoste’s Regent Street store. A wider green version will be sold globally.
“Few athletes leave a lasting mark on the history of their sport. Novak is one of them,” said Lacoste CEO Éric Vallat. “By exceptionally transforming our iconic crocodile into a goat, we pay tribute to the GOAT with creativity and a touch of humour.”
The campaign, directed by Max Siedentopf, known for his work with Gucci, Adidas, and Nike, features a series of short films with Djokovic appearing alongside a herd of goats. The tone is playful, the message unmistakable.
This is a fitting tribute to a record-breaking career. Djokovic has won 101 ATP-sanctioned titles, including 24 Grand Slams and 40 Masters 1000 crowns.
Much like Roger Federer’s long-running partnership with Mercedes-Benz, which leaned heavily on legacy branding, Djokovic’s collaboration with Lacoste now operates in similarly iconic territory.
Novak Djokovic’s endorsement portfolio is anchored by Head (rackets), Lacoste (apparel), and Asics (footwear). His lifestyle and luxury partnerships also include Hublot watches, Waterdrop hydration, Aman luxury hospitality, Qatar Airways, and Joe & the Juice coffee chain.
The drop also comes on the heels of Lacoste’s broader Wimbledon-season push. Earlier this week, the brand opened Club Lacoste at Selfridges London, a pop-up tennis clubhouse running until July 12, following stops in New York, Melbourne, Miami, and Roland-Garros.
Just as Roger Federer and Uniqlo made waves with their SS26 collection launch, Lacoste is using the Wimbledon window to maximum effect for its biggest tennis ambassador.
This is the second GOAT capsule for Djokovic, after the first edition debuted in August 2025 ahead of the US Open, confirming this is now a recurring franchise for the partnership.
Takeaways
Lacoste isn’t just celebrating a tennis champion; it’s building a recurring cultural property around one. The GOAT capsule is now entering its second edition, which signals a deliberate long-term brand strategy rather than a one-off stunt.
By replacing their most protected brand asset (the crocodile) with a goat, Lacoste is essentially saying Djokovic’s legacy is worth that level of creative risk. The London timing is smart: it aligns with peak global tennis attention and gives the campaign maximum runway during the Wimbledon fortnight.
Does releasing a second GOAT capsule dilute the “exclusive” feel of the first edition, or does it turn this into a collectible annual series fans will chase? Could the GOAT brand concept outlive Djokovic’s playing days and become a standalone Lacoste sub-line, similar to how Jordan Brand outlived Michael Jordan’s career?
