BREAKING: Lacoste has just unveiled a groundbreaking tribute to Novak Djokovic by replacing its iconic crocodile logo with a GOAT symbol for the U.S. Open. This unprecedented move highlights Djokovic’s legendary status in tennis, coinciding with his third-round victory on September 1, 2023.
The limited-edition apparel, including polos, T-shirts, tracksuit jackets, caps, and pants, will be available exclusively during the tournament. This collaboration marks a significant endorsement for Djokovic, who has partnered with Lacoste for over eight years. The shift in branding, conceptualized by creative agency BETC, is a bold statement from a brand rooted in tennis history, founded in 1933 by tennis legend René Lacoste.
Djokovic’s performance on the court continues to solidify his reputation, adding to the excitement surrounding this year’s U.S. Open. Meanwhile, the tournament saw an unexpected upset as Marketa Vondrousova defeated seventh-seed Jasmine Paolini with a score of 7-6 (4), 6-1 on Grandstand. This victory sets Vondrousova up for a challenging match against ninth-seed Elena Rybakina.
In a day marked by surprises, American sixth-seed Ben Shelton faced an unfortunate retirement due to injury, overshadowing his elimination’s numerical significance. The emotional intensity of the day was underscored by comments from Jessica Pegula, who reflected on fellow American Coco Gauff‘s tears during her match, suggesting that emotional vulnerability could be a precursor to success on the court.
“I think she had to do what she had to do, and I think it was probably good that she let it out. Some of us say on tour, when we see a girl crying, they’re probably going to win,” said Pegula.
This dramatic day at the U.S. Open reminds fans of the intense emotional and physical stakes of the tournament. As Djokovic continues to chase further glory, all eyes will be on the unfolding matches and the impact of Lacoste’s unique tribute to the GOAT of tennis.
Stay tuned for more updates as the U.S. Open progresses, with key matchups ahead that could change the course of the tournament and further define Djokovic’s legacy.
