Lacoste Swaps Crocodile For Goat For Novak Djokovic As US Open Begins

NEW YORK, NEW YORK – SEPTEMBER 10: (EDITORS NOTE: Image shot with a tilt-shift lens.) Novak Djokovic of Serbia returns a shot against Daniil Medvedev of Russia during their Men’s Singles Final match on Day Fourteen of the 2023 US Open at the USTA Billie Jean King National Tennis Center on September 10, 2023 in the Flushing neighborhood of the Queens borough of New York City. (Photo by Al Bello/Getty Images)

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Just when New York’s marketing and public relations professionals think they might get a quick last-days-of-summer respite from the action in their respective fields, in comes the US Open, America’s premier tennis championship, which draws the best players from across the globe and their fans. While the main event is watching the game, the Flushing Meadows spectacle has become another runway in New York to promote fashion brands. This year is no exception, as the ultimate tennis-inspired brand, Lacoste, announces a special collaboration with tennis great Novak Djokovic, while other brands rush to dress celebrities and push tennis-themed merchandise in hopes of capitalizing on the sporting event.

While Lacoste is famous for its crocodile, the brand has created a special product to honor the Serbian player ranked first in the world, replacing its famous crocodile with a goat in reference to the popular acronym “G.O.A.T.” Djokovic, also a Lacoste ambassador, celebrated the five-piece collection at the brand’s Fifth Avenue flagship with a meet-and-greet for fans and shoppers. The limited-edition collection comprises five styles: polo, T-shirt, tracksuit jacket, cap, and trousers, and is available in limited quantities at select locations worldwide.

The collection is also a nod to René Lacoste’s achievement in winning the US Championship in 1926 and 1927, which gave him the reptilian-centric nickname. “Novak Djokovic has been part of the Lacoste family for over eight years. Together, we have shared an exceptional period, during which he won 12 Grand Slam titles – half of his career total. Beyond the extraordinary player, his tenacity, mindset, and values have contributed to elevating and amplifying the brand. Transforming our Crocodile into a GOAT today to pay tribute to him, and unveiling the collection here, where René built his legend, was an obvious choice. This initiative reflects our ability to reinvent our codes while staying true to René Lacoste’s heritage,” said Thierry Guibert, CEO of Lacoste, in a statement.

What tennis players are wearing on and off the court is also subject to promotion. Venus Williams wore a custom ERL outfit—a brand also worn by Brad Pitt, Kendrick Lamar, Rihanna, ASAP Rocky, Kylie Jenner, and Austin Butler—for her record-setting 25^th US Open. The tennis superstar donned a logo’d polo and coordinating pleated tennis skirt, custom visor, and ‘hand-aged’ shearling tennis racket bag, a look whipped up by stylist Ronald Burton III.

Even past superstars are in on the action with Andre Agassi pairing up with Rag & Bone, dressing the 1980s tennis great in their wares as he makes the event circuit at the tournament. The brand launched a pair of shorts with a ‘Made for Legends’ tagline in homage to Agassi’s court style.

Adidas Y-# jumped in on the action on the 21^st with a cocktail event to celebrate the launch of their FW25 Tennis Collection and the opening of the brand’s new New York City store in Soho.

Returning US Open champion Aryna Sabalenka wore custom diamonds by the brand Material Good for her first US Open appearance, donning a custom necklace, choker, and earrings with detachable drop jackets featuring white diamonds, peach-pink tourmaline, and topaz, to accessorize her Nike ensemble. She also donned the sport’s most famous jewelry style from the brand, a classic Ferra tennis bracelet.

Other jewelers, such as Sophie Bille Brahe, Fernando Jorge, and De Beers, were promoting their Tennis bracelet jewelry as a consideration for content tied to the event.

Not to be left behind, Hue Hosiery is running a sales promotion on their popular slouch socks that Taylor Townsend prefers, currently the WTA World No. 1 in doubles as of July. Shoppers will receive a 30% discount over the Labor Day weekend.

Even tequila got into the tennis promo game. In partnership with IMG, the spirit brand Lalo hosted ‘First Serve,’ an event to kick off the tennis event at Parker’s at The Thompson Central Park, which gathered players such as

, Madison Keys, and Holger Rune, who mingled with NYC tastemakers and KOLs. Guests enjoyed cocktails crafted with Anisimova and Keys in mind, a martini-and-caviar station, interactive ping pong, and the debut of the LALO Clubhouse, which will remain open at The Thompson through September 7, when the tennis extravaganza wraps up its New York residency.