Iconic fashion house Lacoste has unveiled its latest big-budget brand campaign, recruiting a slew of big names from the worlds of tennis and the arts in celebration of its famous crocodile logo.
Famously founded by tennis legend René Lacoste who dominated the sport in the 1920s, the Paris-based brand is honouring its roots by collaborating with the most decorated tennis player of all time Novak Djokovic and 14-time grand slam winner Venus Williams.
Developed by French creative agency BETC Paris, ‘Play Big’ will run internationally with a creative centred around a larger-than-life rendition of Lacoste’s historic reptile.
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“At Lacoste, we are very proud to draw on a rich heritage while maintaining a spirit of innovation,” Lacoste deputy CEO, Catherine Spindler said.
“And because we constantly strive to reinvent ourselves, this new “Play Big” campaign is an occasion to reaffirm the power of our iconic crocodile, our fashion roots and our rightful place in the realm of sports and especially tennis.”
To further amplify the campaign, Lacoste has enlisted a range of ambassadors alongside Djokovic and Williams, including French actor Pierre Niney, South Korean singer and model Jeon Somi, South Korean actor Ahn Hyeo Sop and Chinese star Wang Yibo.
