What's Happening?
Lacoste has unveiled a new global brand campaign that emphasizes its deep-rooted connection to tennis, featuring the return of its signature 'Life is a Beautiful Sport' slogan. The campaign includes a film set in Paris, showcasing a young woman on a continuous
run through the city, culminating at the Philippe-Chatrier court at Roland-Garros. The narrative integrates iconic Lacoste pieces like the polo shirt and pleated skirt, and features Novak Djokovic, Lacoste's ambassador. Directed by Fredrik Bond, the film uses a cinematic language of movement and expression without dialogue. The campaign will be rolled out globally across various media platforms, reinforcing Lacoste's historical link with tennis and its partnership with the Roland-Garros tournament.
Why It's Important?
This campaign is significant as it reaffirms Lacoste's brand identity, rooted in tennis and French elegance. By featuring Novak Djokovic, a key figure in tennis, Lacoste strengthens its association with the sport, appealing to both tennis enthusiasts and fashion consumers. The campaign's global rollout across multiple platforms aims to enhance brand visibility and engagement, potentially boosting sales and market presence. It also highlights Lacoste's strategy to blend sport with lifestyle, appealing to a broader audience beyond traditional sportswear consumers.
