Lacoste has launched its new brand campaign titled ‘Play Big’ and aims to take fashion-sport to the next level.
By venturing into new territories and placing art at the very heart of the brand, this year marks a leap forward for the crocodile brand.
Lacoste keeps making the world its fans’ playground, inspiring them to create their own game. “Play Big” is a call to action capturing the breadth of impact of the Crocodile, embracing the inner courage of each ambassador at the heart of this campaign, and the spirit of the fashion-sport brand.
To bring this spectacular campaign to life, Lacoste called on four creative minds in the industry and contemporary artists including Imruh Asha and Ibby Njoya, renowned photographer Willy Vanderperre, and Antonio Sánchez.
Lacoste referenced tennis, using textile materials such as mesh, cotton polo, and knitwear, to create a strong fashion and savoir- faire connection.
Catherine Spindler, Deputy CEO at Lacoste, said: “At Lacoste, we are very proud to draw on a rich heritage while maintaining a spirit of innovation. And because we constantly strive to reinvent ourselves, this new “Play Big” campaign is the opportunity to reaffirm the power of our iconic crocodile, our fashion roots and our rightful place in the realm of sports and especially tennis.”
“Play Big” features six ambassadors, each an inspirational figure in their field. The beacon of this campaign, the crocodile, interacts in unique ways with each ambassador, reflecting their individual style, personality, and driving force.
The ambassadors include tennis player Novak Djokovic, Venus Williams, French actor Pierre Niney, South Korean singer and model Jeon Somi, South Korean actor Ahn Hyo Seop and Asia’s most influential young artists Wang Yibo.
