Best Lacoste Ads
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Review these commercials to understand the brand’s unique, sometimes changing, approach to storytelling. Each ad highlights a memorable piece of work. See how the company communicated its offerings to the world.
About Lacoste
Founded in 1933 by French tennis legend René Lacoste and entrepreneur André Gillier, Lacoste is a premium lifestyle brand famously recognized by its green crocodile logo. The brand revolutionized sportswear by introducing the first flexible, breathable cotton polo shirt, known as “petit piqué,” which replaced the stiff, long-sleeved attire previously worn on tennis courts
Core Offerings and Market Positioning
Lacoste has evolved from a tennis-only brand into a global lifestyle empire with over 1,100 locations and annual revenues nearing €3 billion.
- Product Categories: The brand offers a wide range of goods, including clothing, footwear, sportswear, eyewear, leather goods, perfumes, and watches.
- Target Audience: The brand primarily targets the upper-middle and upper classes, specifically young adults (ages 20–34) who value a “casual premium sporty lifestyle” and look for versatile, high-quality pieces that work for both active and formal settings
- Growth Strategy: CEO Thierry Guibert is leading an “aggressive” push into the US market, aiming for €4 billion in total sales by opening new flagship stores on New York’s Fifth Avenue and expanding digital commerce.
Global Presence and Partnerships
Lacoste maintains strong ties to its heritage through high-profile sponsorships and ambassadors.
- Ambassadors: Current faces include tennis superstar Novak Djokovic (often called “The New Crocodile”), Russian champion Daniil Medvedev, and French actor Pierre Niney.
- Event Ties: The brand is a long-standing official partner of Roland-Garros (The French Open) and the Rolex Paris Masters.
- Sustainability: Through its “Durable Elegance” model, Lacoste is working toward a more sustainable fashion cycle, focusing on environmental impact and social integration through the Lacoste Foundation