What's Happening?
Lacoste has unveiled a new global brand campaign developed with BETC Paris, reviving its slogan 'Life is a Beautiful Sport' with a fresh lifestyle perspective. The campaign blends Lacoste's tennis heritage with fashion, movement, and everyday elegance.
A cinematic film at the center of the campaign follows a young woman racing through Paris, culminating in a reveal at Roland-Garros alongside brand ambassador Novak Djokovic. Nicolas Lautier, executive creative director at BETC Paris, emphasized the campaign's aim to reinterpret the brand's signature with a more lifestyle-driven and colorful approach, highlighting Lacoste's evolution from a tennis brand to a fashion label.
Why It's Important?
This campaign marks a significant step in Lacoste's brand evolution, reinforcing its dual identity as both a sports and fashion brand. By reviving the 'Life is a Beautiful Sport' slogan, Lacoste aims to maintain brand continuity while appealing to modern consumers with a lifestyle-oriented message. The campaign's global rollout, including a presence at the 2026 French Open, underscores Lacoste's strategic focus on integrating its sports heritage with contemporary fashion trends. This approach could strengthen Lacoste's market position, attracting a broader audience and enhancing brand loyalty.
