In Order to Celebrate its 90th Anniversary, Lacoste has Launched its New Global Positioning

May. 04, 2023

MOVING WITH THE WORLD FOR 90 YEARS

Lacoste kicks off its 90th anniversary. 90 years of the iconic Crocodile. 90 years defining French fashion sport. 90 years of movement born on the court, growing from sport to street.

But this is not just another retrospective. The Crocodile marks its birthday with unique energy — living the present and celebrating the people moving the brand’s heartbeat across the globe today.

WHO MOVES THE CROCODILE?

Founded by the original Crocodile, René Lacoste, the brand’s values of French elegance, movement, savoir-faire, creativity and reinvention have transitioned seamlessly throughout every decade.

First loved by sports players, inspired by the free elegance of René’s own pro sporting family and charismatic friends, the Crocodile spread through France, across tennis and golfing terrains, beyond court and field, line and border. And with every new corner of the world Lacoste touched, a unique cultural cross-pollination occurred, deeply influencing and being influenced by street culture, popping on to fashion’s runways, collaborating with musicians, artists and creators, tracing its way through the vintage retro scene, and being inscribed into pop culture.

The Crocodile is now a powerful identifying emblem for many — representing a living, connected heritage that never stops moving.

Nobody could have imagined the impact the brand would have on fashions and cultures so widely and diversely spread. And importantly, the impact these communities would have on the brand. Lacoste’s communities continue to infuse the brand with this ebullient spirit, inventing and reinventing what the brand codes mean to them. They help move the Crocodile.

A CAMPAIGN OF IMPOSSIBLE ENCOUNTERS

With such rich cultural inspiration, Lacoste was poised to create a meaningful, emotion-charged 90th anniversary campaign. But how would the brand spotlight the uniqueness of its communities, as stylistically different as they are geographically distanced? By taking its role as a cross-cultural connector to heart, creating a campaign of “Impossible Encounters”, made possible through the magic of style and cinema.

The campaign bridges pairs of its eight subcultures, each shot in their own meaningful locations and contexts, to highlight both their differences and their unexpected similarities — finding unique symmetry in their favorite meet-up spots, surprising parallels in clothing color palettes and striking contrast between their minimalist/maximalist spirits. Through the power of Lacoste, each duo enters an unexpectedly witty fashion dialogue, when they appear to encounter and make eye contact with each other in a moment of mutual style appreciation. Their two worlds, brought together by split screen, complete each other. A set of unexpected kindred spirits are bonded through Lacoste.

This campaign continues to build upon the fresh, humorous, pop-cultural editorial language, established through Lacoste’s iconic ad series “Unexpected Encounters”, launched in 2022.

Its authenticity and nuance are in large part thanks to collaboration with local cultural “curators” who ensure the representation of each culture. Curators include Lacosteiros expert, Fernanda Souza (São Paulo), and Street Style Specialist, Motofumi “Poggy” Kogi (Tokyo).

Irish Photographer, Ronan Gallagher’s documentary approach, strong color and fashion sensibility combine to inject colorful pop energy into each still shot. Having shot Lacoste’s iconic 2022 brand campaign, he continues to develop a unique visual language for the ever-evolving brand.

London-based Director and youth culture lover, Yoni Lappin, infuses wit into the short ad films, bringing together scenarized encounters with spontaneous authenticity.

French Digital Director Chris Saulnier’s social-first talents bring unstoppable dynamism to a profoundly anthropological project, bringing together community interviews, behind the scenes moments and playful style explorations.

The campaign is co-imagined by Lacoste and French creative agency BETC Paris.