Tennis ace Novak Djokovic is the new face of Lacoste sportswear for 2017.

Novak Djokovic becomes ‘the new crocodile’, sharing the same values of fair-play, tenacity, and elegance of 1930’s icon René Lacoste.

Outfits have been specially designed to kit out the champion during the 2017 tennis season with the line of ergonomic performance products available in Lacoste boutiques now.

The ad campaign shot by photographer Jacob Sutton combines 1930s black and white with the present-day collections’ colours.