The history of the brand with the crocodile is inextricably linked to that of its founder, French tennis legend René Lacoste, who was also a passionate inventor. Building on this great legacy, Lacoste presents each season its vision of sports-inspired French elegance: consistently modern-styled garments that look as good on the tennis court as they do in urban settings. Lacoste is always innovating when it comes to elegant freedom of movement for men, Ms. and children. Each new season and each new product contributes to the consolidation of the legend: Lacoste becomes an iconic brand that stands out for its authenticity and savoir-faire. The brand is always evolving, yet remains true to its history and values; and in 120 countries. Novak Djokovic is the new ambassador of Lacoste, he is the new "crocodile" as René Lacoste was once called because of his playing style.