Goat instead of crocodile. The legendary brand changed its logo for one man.

It's not every day that a clothing brand changes its recognizable logo. Even temporarily. Lacoste did just that, all to honor tennis great Novak Djokovic.

What makes a brand timeless? Of course, the most important thing is the products and services it offers, but… it's not enough. Marketing and graphic identity , including the logo, are equally important elements.

When a company decides to change its logo, it must have rather important reasons for doing so, and at the back of its mind remember that... customers might not like it. In the exceptional case of Lacoste, there's probably no need to worry about that. The famous crocodile had to be replaced (quietly, just for a moment) with a goat.

All to honor Novak Djokovic , who, according to the brand, is the best tennis player in history and "has broken all records and fulfilled the biggest dreams."

Novak Djokovic recognized by Lacoste. The company... changed its logo? License: Novak Djokovic / Shutterstock

Okay, but what does a goat have to do with Djokovic ? It's simple. The term GOAT , which stands for "Greatest of All Time," has long been used in English. Well, it's hard not to apply it to the Serbian tennis player, isn't it?

At 38, the athlete has 100 ATP titles under his belt, including 24 Grand Slams , 40 Masters 1000s , and 7 ATP Finals . He's still honing his game and... he doesn't seem to be thinking about retirement.

Lacoste decided to honor Novak Djokovic with a unique campaign License: Press materials / Lacoste

"Why would I stop when I'm doing so well? I'll keep going year after year to see where I can get," he said this year.

Of course, Lacoste's move is no coincidence. The tennis player has been associated with the brand since 2017. Moreover, company representatives decided to invite the athlete's fans to join the campaign.

Marketing specialists found decade-old posts on Twitter X (formerly Twitter ) that referred to the tennis player as "GOAT." These posts were then incorporated into a commemorative video.

Of course, a new, exclusive collection is also part of the campaign. The complete look includes the iconic Petit Piqué polo shirt and a diamond-weave taffeta tracksuit, paired with a jacket, T-shirt, and hat.

New Lacoste collection inspired by Novak Djokovic's style License: Press materials / Lacoste

Each piece is designed in a minimalist style and enhanced with a unique "GOAT" logo created especially for the collection, presented in the characteristic Lacoste green.

So don't worry, the crocodile is still the French clothing brand's logo. But for such an influential athlete, the company decided to make a brief exception.