Lacoste kicked off its 90th anniversary campaign on 3 May 2023. 90 years of the iconic Crocodile, 90 years defining French fashion sport, 90 years of movement born on the court, growing from sport to street, said the company.
But this is not just another retrospective. The Crocodile marks its birthday with unique energy — living the present and celebrating the people moving the brand’s heartbeat across the globe today.
Lacoste has launched its newest brand campaign «Impossible encounters».
The campaign bridges pairs of its eight subcultures, each shot in their own meaningful locations and contexts, to highlight both their differences and their unexpected similarities — finding unique symmetry in their favorite meet-up spots, surprising parallels in clothing color palettes and striking contrast between their minimalist/maximalist spirits.
Through the power of Lacoste, each duo enters an unexpectedly witty fashion dialogue, when they appear to encounter and make eye contact with each other in a moment of mutual style appreciation. Their two worlds, brought together by split screen, complete each other. A set of unexpected kindred spirits are bonded through Lacoste.
The campaign has been created by BETC worldwide.
Founded by French tennis legend René Lacoste, four-time international champion and the word’s best player in 1926-1927, the Lacoste brand draws inspiration from sporting values of high standards, fair play and daring.
The brand has 1,100 stores in 98 countries and is available at 15,000+ touch points such as Department stores worldwide. There are 504 stores in the APAC region and 48 across India.
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