The Birth of A Crocodile

A story of a bet, a journalist and a most tenacious player.

The crocodile’s first steps

Boston, 1923. Young tennis prodigy René Lacoste is 19 and likes a challenge. His team captain promises him the crocodile leather suitcase the player admired in a store window if he wins his upcoming match. René doesn’t win but he had the determination of the crocodile on court, which is why an American journalist gave him this nickname.

||

The crocodile becomes a symbol

The crocodile takes shape in 1927 under the pen of designer Robert George. An early fan of customization, René Lacoste immediately has it embroidered on his blazers. A few years later, the polo sees the light of day. The crocodile over the heart makes Lacoste the first brand to display a visible logo on an article of clothing.

The crocodile’s evolution through different ad campaigns

Follow the croc: Lacoste advertising archives from 1933.

L.12.12 Polo Merci, solidarity with a heart

To support the International Federation of Red Cross and Red Crescent Societies, all sales (excl. taxes) of the polo will enable the implementation of health protection programs for volunteers in 26 countries where there is currently no medical coverage.

Discover more

Tracking the Crocodile

Everything you always wanted to know about Lacoste but were afraid to ask