UPDATE: Lacoste has made a groundbreaking announcement, replacing its iconic crocodile logo with a GOAT to honor tennis legend Novak Djokovic during the U.S. Open. This unprecedented move showcases the brand’s support for Djokovic’s record-breaking career, launching a limited collection of apparel, including polos, T-shirts, and caps, specifically for this tournament.
The change, revealed just ahead of the U.S. Open, marks a significant milestone in Lacoste’s history. Djokovic, who secured a third-round victory on September 1, 2023, has been associated with the brand for over eight years. The logo switch, crafted by creative agency BETC, is as bold as endorsements come, reflecting Djokovic’s status in the sport.
In other tournament news, Marketa Vondrousova stunned seventh-seeded Jasmine Paolini with a decisive 7-6 (4), 6-1 victory on Grandstand. While the elimination of sixth-seeded American Ben Shelton due to injury was significant, Vondrousova’s performance solidified her place as a player to watch, setting up a matchup against No. 9 Elena Rybakina.
The emotional intensity of the tournament was palpable, with Jessica Pegula commenting on fellow American Coco Gauff‘s emotional display on the court. Pegula noted, “I think she had to do what she had to do. Some of us say on tour, when we see a girl crying, they’re probably going to win.”
As the U.S. Open progresses, all eyes are on Djokovic and the impact of Lacoste’s unprecedented tribute. Fans and tennis enthusiasts alike are eager to see how this will influence Djokovic’s performance and further enhance his legacy in the sport.
Stay tuned for more updates as the tournament unfolds and players continue to compete for glory.