Lacoste retired its crocodile for the first time in nearly a century: replacing it with a goat, to crown Novak Djokovic the greatest of all time.
It is one of the boldest things a heritage house can do: take the mark that is the brand, the one thing you are told never to touch, and change the animal. For one athlete. For one reason.
Most brands would have explained it. Added a line, a hashtag, a manifesto film about greatness. We wanted to see what the idea looks like when nobody explains it at all.
