By  on December 23, 2009

Sportswear maker Lacoste has commit-ted to spend a half-million dollars over the next three years to help preserve an endangered species close to its corporate heart — the crocodile.

The initiative is part of a program called “Save Your Logo,” implemented last year by the Global Environment Facility, the World Bank and the International Union for Conservation of Nature, which encourages companies to become involved in preserving animals related to their brand insignia. Lacoste is the first fashion company to sign on to this cause marketing platform, joining insurance company MAAF (dolphin logo), the Val d’Isère ski resort (eagle) and the Olympique Lyonnais soccer club (lion).

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