LSN : News : Lacoste transforms crocodile logo into goat in tribute to Novak Djokovic

Lacoste transforms crocodile logo into goat in tribute to Novak Djokovic

Lacoste

US – Sports fashion brand Lacoste is rewriting its heritage codes with a limited-edition capsule collection that re-imagines its crocodile logo as a goat – a symbol of tennis champion Novak Djokovic’s status as the ‘Greatest of All Time’.

The launch celebrates Djokovic’s 24 Grand Slam titles and his eight-year partnership with the brand. ‘This initiative reflects our ability to re-invent our codes while staying true to René Lacoste’s heritage,’ said CEO Thierry Guibert.

The five-piece collection – featuring a polo shirt, t-shirt, tracksuit jacket, cap and trousers – will be launched in selected markets worldwide.

As highlighted in our Future Forecast 2025: Sports, Health & Wellness report, major brands are using the influence of sports stars to create more emotionally driven and authentic marketing campaigns.

Strategic opportunity

Brands can use limited-edition iconography to reframe legacy assets, aligning with cultural moments and fan communities while staying rooted in heritage

Louis Vuitton, Chanel and Hermès are the top trending brands on eBay

Global – Ahead of its pre-loved fashion shows at New York and London Fashion Week, eBay has released its second trend report, analysing global purchases and listings from January to May 2025 to reveal the most sought-after luxury brands on its platform. Drawing on data from more than 134m users worldwide, the report highlights heritage houses dominating the resale market, with Louis Vuitton leading at over 2.6m listings, followed by Chanel (1.7m) and Hermès (1.4m).

Newer designers are also rising in prominence. Global searches for US brand Willy Chavarria increased by 400%, while Coperni and Chloé gained traction in France and Germany, respectively.

eBay’s data shows Van Cleef & Arpels’ resale value surged by 90%, signalling growing interest in heirloom jewellery as a strategic investment. On handbags, Gucci, The Row and Miu Miu led price growth, while collectors sought timeless watches from Bulova, Breitling and Bulgari.

Stylist Brie Welch highlighted emerging trends: ‘Style right now is all about contrast with intention – touch-me textures, sculptural silhouettes and accessories that speak in exclamation points. We’re dressing to feel something – and the numbers say we’re not alone.’

For more insights on the top trends and expert opinions, explore our luxury sector page.

From The Collection: Margherita Maccapani Missoni by eBay, US

Strategic opportunity

Reframe pre-loved items – jewellery, watches, heritage handbags – as modern heirlooms: assets that carry financial value and generational longevity

Stat: Young investors drive interest in crypto retirement funds

Envisaging Fintech Futures by Playful for The Future Laboratory

UK – More than one in four UK adults (27%) would consider adding cryptocurrency as part of their retirement plans, and 23%  would consider withdrawing part, or all, of their pension to do so, according to new research from Aviva.

The survey of 2,000 UK adults found that 21% of respondents have already invested in crypto, while 14% hold digital assets. Among 25–34-year-olds, 18% admit to withdrawing pension funds to buy crypto.

Consumers eyeing cryptocurrency are motivated by higher returns (43%), excitement about innovation (36%) and a wish to diversify their portfolio (32%). Yet many are also concerned about security risks such as hacking or phishing (41%), the lack of regulation and protection around crypto (37%) and volatility in crypto trends (30%).

Knowledge gaps also remain – 30% are interested in crypto but don’t understand the trade-offs involved in cashing in pensions, and 27% are unaware of the risks surrounding crypto.

From meme coins to finfluencers, our Cultural Capital report explores how Gen Z’s playful irreverence and drive for financial freedom are reshaping fintech, merging community, culture and collective capital.

Strategic opportunity

Develop hybrid financial products that combine pensions with controlled crypto exposure, meeting younger savers’ appetite for innovation without undermining trust in traditional structures