Core Insights - Lacoste pays tribute to Novak Djokovic by transforming its iconic crocodile logo into GOAT (Greatest Of All Time) to honor his extraordinary achievements in tennis [1][2] - The brand launches a special capsule collection named "From the Crocodile to the Goat," featuring five core items that reflect Lacoste's elegance and sports spirit [2][3] Brand and Event Significance - The launch event took place in New York, a city of historical significance for both Lacoste and tennis, where Djokovic revealed the collection [3][8] - Lacoste's CEO Thierry Guibert emphasized Djokovic's contributions to the brand, highlighting his 12 Grand Slam titles and the values he brings to the brand [3][7] Djokovic's Achievements - Djokovic is recognized as one of the greatest tennis players, holding records such as 24 Grand Slam titles, the most weeks at world number one, and the highest number of Masters 1000 titles [4][6] - His career symbolizes resilience and excellence, aligning with the brand's ethos established by its founder René Lacoste [4][7] Strategic Market Positioning - The choice of Fifth Avenue reflects Lacoste's ambition in the largest sportswear market, leveraging Djokovic's global influence to enhance brand visibility [8] - The limited edition collection aims to create a sense of scarcity and collectibility, appealing to consumers as both sportswear and a historical artifact [8]