Lacoste marks the 90th anniversary of the birth of the elite sports fashion empire

The path of developing a French heritage brand will become incomplete when forgetting golden milestones. Despite the changing whirlpool of fashion, over the past 9 decades, Lacoste has persistently honored each individual personality, constantly absorbing cultures and connecting beats with the same passion for sports fashion.

Lacoste marks the 90th anniversary of the birth of the elite sports fashion empire

Lacoste was founded in 1933 by professional tennis player René Lacoste, then the brand’s polo shirt embodied the spirit of innovation, the desire to revolutionize the world of tennis, and more. After 9 decades, the founder’s expectations have far exceeded expectations. Lacoste is acclaimed worldwide for its iconic alligator logo and premium “petit piqué” cotton polo shirt.

Until now, the Lacoste polo shirt is a fashion item that is almost a century old that continues to assert its position, and is the only invention with three patents. The brand philosophy is still present in the famous slogan “Life is a Beautiful Sport”. The crocodile family believes that sport is not only an inspiration to shape their collections but also a way of life.

Traveling to many countries around the world, the Crocodile is now a powerful identifier and represents a legacy that lives on and never stops moving. Approaching fashion in terms of gender and generation without barriers, no one can imagine the impact of the brand on fashion and culture being widely spread. Lacoste’s small communities around the world continue to infuse the brand with a vibrant spirit. They are the supporters of Crocodile Teleportation.

Geographical distance or cultural barriers are often the things that separate people-to-people connections. Stemming from that perspective, Lacoste has proven the opposite, when bringing unexpected encounters, encouraging interaction and connection between people in the community. To celebrate its 90th anniversary, the brand has begun to travel the world and honor the people who are driving the heartbeat of Lacoste.

The brand created a campaign titled “Impossible Encounters”. In four 20-second films, Lacoste has crafted a series of stories that highlight stylistic identities and communities in five different countries. They met and made eye contact with each other, while constantly praising and admiring each other’s style.

The trip starts from São Paulo – the cultural capital of Brazil. There, the community of “Lacosteiros” bluntly mixed colors and incorporated classics to infuse street dances with fire. Meanwhile, Tokyo presents a contrasting scene of vintage collectors who love the minimalist colors of timeless Lacoste fashion.

Then, the anniversary campaign came to Marseille, where the golf club of old men, dressed in colorful polo shirts got ready for a day of professional play. It’s still golf, but in Miami, a group of young people chooses to combine improvised and dynamic costumes.

Continuing the journey, Lacoste moved to the station at Vitry-sur-Seine to meet rappers in white-on-white outfits. At the same time at the New York train station, two tennis players also donned Lacoste’s classic, high-class white clothes in a moment of intimate meeting.

And finally, Lacoste closes the journey in a gentle meeting of elegance, and classic French style from a family of passionate tennis fans and girls who play football. Felt young, full of enthusiasm and bold color contrast bold K-pop. And in general, they all have a passion for the sport of tennis – a sport that contributed to the birth of Lacoste.

The encounters seem “impossible” literally, whereas Lacoste is a bridge between generations, sports, and communities with different cultures. Through the power of Lacoste’s connection, each community enters a surprisingly witty fashion dialogue. Present in every moment of life, Lacoste once again implicitly emphasizes the mission of creating an inseparable parallel brand between Fashion and Sports. The design emphasizes ergonomics according to each specific movement of the body and is elegant and fashionable enough to “accompany” the owner to high-class parties.

Time will still go by according to the laws of nature, and Lacoste will still continue with the spirit of respecting the heritage and constantly striving to align community values. Over the course of nine decades, Lacoste has ventured to many countries in the spirit of inclusion, while remaining steadfast in its iconic, unmistakable classic.