Novak Djokovic is the new face of Lacoste, or using the parlance of the brand in “2017 he becomes the New Crocodile.” This is a year of change for the Serbian player who just celebrated his 30th birthday and hired Andre Agassi as his new coach within the space of a few days. The Lacoste announcement corresponds with the expiration of his five-year deal with Japanese fast-fashion giant Uniqlo.
Lacoste chose the 12 time Grand Slam champion for his sense of “fair play, tenacity and elegance” which embodies the values of its founder, René Lacoste – the original crocodile. Djokovic will act as a global brand ambassador, appearing in advertising campaigns and making personal appearances to promote the French labels athletic apparel and sportswear, starting with the 2017 French Open next week.
Shop the new Lacoste X Novak range now at lacoste.com.
