Iconic Revival: Combining Contemporary Style with Tradition
Lacoste, the esteemed fashion label renowned for its sophisticated sportswear, has unveiled its ground-breaking advertising campaign, “Play Big.” The campaign honours its traditional origins while skillfully fusing the worlds of sports and design, drawing on the history of its creator, René Lacoste.
Tennis legend René Lacoste made his impact on the fashion world in addition to dominating the courts throughout the 1920s by creating the iconic crocodile emblem. By working with tennis greats Venus Williams, a 14-time Grand Slam winner, and Novak Djokovic, the game’s most decorated player, Lacoste is still honouring this legacy today.
BETC Paris, a Creative Powerhouse at the Helm
The ad was created by BETC Paris, a renowned French creative agency noted for its unique use of brand narrative. A magnificent, life-size depiction of the Lacoste crocodile is used in the “Play Big” campaign to highlight the brand’s lofty goals and audacious forward-thinking step.
“At Lacoste, we are very proud to draw on a rich heritage while maintaining a spirit of innovation,” said Catherine Spindler, deputy CEO of the company. We would want to use this opportunity to reiterate the strength of our recognisable crocodile, our origins in fashion, and our legitimate position in the sports world, particularly tennis.”
A Wide Range of International Icons
Lacoste has recruited a number of well-known celebrities to act as ambassadors in an effort to increase the campaign’s effect. Actor Pierre Niney from France, model and singer Jeon Somi from South Korea, actor Ahn Hyeo Sop from South Korea, and Chinese wonder Wang Yibo are all members of this distinguished ensemble. With their distinct style and broad appeal, each ambassador helps to further ingrain Lacoste into the fabric of world culture.
A representation of ambition and elegance
By uniting the domains of tennis and art and enlisting a group of varied talents, Lacoste pays tribute to its history while also laying the groundwork for a bright future. The ad highlights the brand’s dedication to creativity as well as its standing as a style and refinement leader in the sports and fashion sectors.
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