Lacoste Launches New Global Campaign with a Lifestyle Perspective
Lacoste has unveiled its new global campaign on April 27, reintroducing its slogan “Life is a Beautiful Sport” with a distinctly lifestyle perspective developed with its historical agency, BETC Paris. The timing is strategic: the campaign will have a prominent presence at the upcoming Roland-Garros 2026 in June.
The Film: From the Court to the Street, Without Losing the Thread
At the core of the campaign is a cinematic film that follows a young woman running through Paris, blurring the boundaries between sport and urban life, before arriving at Roland-Garros alongside the brand ambassador Novak Djokovic.
Directed by Fredrik Bond, the film plays with rhythm, bodies, and gazes. Its luminous aesthetic oscillates between realism and stylization: a tennis ball appears in everyday scenes, not triggering the gesture but revealing it.
The result is clean, controlled, elegant without being cold, clearly aimed at a wider audience beyond just tennis fans.
What the Campaign Reveals About Lacoste’s Strategy
The film serves as a clarification of Lacoste’s positioning, showcasing its evolution from a premium sport brand to a fashion brand rooted in sports heritage. “Life is a Beautiful Sport” is the signature that facilitates this transition seamlessly.
Nicolas Lautier, executive creative director of BETC Paris, explains that the intention was to reinterpret the slogan with a more joyful, colorful, and lifestyle-oriented perspective. The guiding idea? “From the court to the street.”
Djokovic: The Ambassador as a Coherence Catalyst
Novak Djokovic embodies this vision strongly, maintaining the historical connection between Lacoste and tennis. His appearance at Roland-Garros in the film is not a mere product placement: Lacoste is a partner of the tournament until 2030 and has showcased its collections on the Philippe-Chatrier court last March.
The coherence between the ambassador, the partnership with Roland-Garros, and the brand film is complete, leveraging a well-constructed sponsorship to amplify the brand message at every touchpoint.
Deployment: Well-orchestrated Multichannel Activation
The campaign unfolds across film, print, digital, and social platforms, with an extended presence at the upcoming Roland-Garros. The print campaign, by Angelo Pennetta, showcases iconic pieces of the brand in a natural and contemporary aesthetic.
The structure of the campaign revolves around a focal event (Roland-Garros) acting as a resonance box for several weeks, anchoring the film in a sporting context to prolong its organic lifespan.
Key Takeaways
Some concrete lessons to draw from this case: – A signature can endure over time if it remains adaptable. – An ambassador should embody, not just decorate. – Partnership with Roland-Garros transforms the campaign into an event.
These insights highlight the strategic approach and cohesive execution of Lacoste’s latest campaign, emphasizing the brand’s evolution and commitment to its heritage.
