Lacoste: life as a sport and fashion brand

Matthew Carlton

Fashion brand Lacoste is intimately bound up with sports, tennis and golf in particular, reflecting the background of its founder, but its marketing approach to these sports differs.

In 2017, leading men’s tennis star Novak Djokovic became Lacoste’s premier sporting ambassador. He follows in the footsteps of the brand’s founder René Lacoste, who won seven Grand Slam titles during the 1920s, before he turned his attention to business and fashion, launching the Lacoste brand in 1933.

“We had to choose carefully, so that the ambassador embodies the value of the brand,” said Executive Vice President Marketing and Branding Sandrine Conseiller of the choice of Djokovic as ‘the new crocodile’ – a reference to Lacoste’s famous logo.

“We think Novak’s really embodying the values that René had...

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