Novak Djokovic and Lacoste Collaboration
Regarded by many as the pinnacle of tennis excellence, Novak Djokovic has partnered with Lacoste to introduce a new clothing line just in time for the US Open. The collaboration, which dates back to May 2017, has seen the iconic French sportswear brand create notable outfits for the 24-time Grand Slam champion, including a striking black ensemble for the 2025 US Open. This darker aesthetic marks a departure from Djokovic’s usual vibrant tournament attire, earning accolades from his fanbase for its sharp look.
Promotional Campaign and Fan Engagement
Lacoste, however, is not content with merely outfitting Djokovic for the year’s final Grand Slam. In a bold promotional move, the company has released a video celebrating Djokovic’s reputation as one of the sport’s all-time greats. The video features a collection of tweets from fans heralding him as the ‘GOAT’, or greatest of all time, pairing these messages with a soundtrack that echoes this sentiment.
The brand, synonymous with its green crocodile logo, is also drawing attention on social media, where some of Djokovic’s most fervent supporters display the symbol as part of their profiles. Tennis player Thanasi Kokkinakis has even noted that much of the online criticism he faces comes from Djokovic’s passionate followers displaying the Lacoste emblem.
Limited Edition Clothing Line
To further acknowledge Djokovic’s extraordinary status in tennis, Lacoste has launched a limited edition clothing line where the traditional green crocodile logo is cleverly substituted with a goat, symbolizing the term ‘Greatest of All Time’. This new collection, shown off in the promotional video by three of Djokovic’s fans, predominantly features white clothing. The female fans in the footage sport stylish yet simple outfits—a chic hat, a white shirt with trousers, and another in a white shirt paired with a contrasting black skirt—showcasing versatility that could appeal to players at all levels, from amateurs to seasoned competitors.
A male supporter in the video complements his outfit with a sophisticated blazer, exuding a polished style reminiscent of the fashion typically associated with Djokovic and his longtime rival, Roger Federer.
Anticipation for the US Open
Djokovic’s loyal faction of fans is expected to rush to Lacoste’s online store to purchase these trendy designs, buoyed by the new goat logo. The ongoing partnership between Lacoste and Djokovic has proven to be a lucrative endeavor, suggesting that this latest release will bolster their success even further.
As Djokovic gears up for his opening match at the US Open, he is returning from a break after his semifinal loss to Jannik Sinner at Wimbledon in 2025. Although he faced physical challenges during that encounter, he has since recovered and is ready to compete once again.
The four-time US Open champion will kick off his 2025 tournament in the first night session at the iconic Arthur Ashe Stadium, squaring off against Learner Tien, who made headlines by defeating Daniil Medvedev at the 2025 Australian Open. With one more Grand Slam victory, Djokovic could claim the record for the most singles major titles at 25, making it premature to underestimate his quest for another championship despite having last secured a major win at the 2023 US Open.
