Lacoste has launched its ‘Play Big’ campaign with tennis great Novak Djokovic and former World No.1 Venus Williams to highlight talent and charisma. The campaign celebrates diversity and unity and reflects the brand’s commitment to inclusivity.
The French company said ‘Play Big’ finds its heartbeat in the uniqueness and strength of six iconic ambassadors, each an inspirational figure in their bespoke field, and each embodying the audacity, unlimited creativity, and confidence that is the very essence of Lacoste. The beacon of this campaign, the iconic crocodile interacts in unique ways with each ambassador, reflecting their individuality style, personality, and driving force.
Catherine Spindler, deputy CEO at Lacoste, said they are 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.”
Lacoste shared that ‘Play Big’ is a powerful call to action capturing the breadth of impact of the iconic Crocodile, embracing the inner fortitude of each ambassador at the heart of this campaign, and the unstoppable spirit of pioneering fashion-sport brand. The iconic crocodile was reimagined as a masterful blend of precise engineering, textile art, and craftsmanship, transforming it into a grandiose work of art measuring 8 meters long, and nearly 3 meters high with its jaws agape.
The crocodile is a vibrant representation of the brand Lacoste – its colorful, playful and oversized, and perfectly illustrates Lacoste’s savoir-faire and wittiness. The campaign also features celebrated French actor Pierre Niney, South Korean singer and model Jeon Somi, South Korean actor Ahn Hyo Seop, and one of Asia’s most influential young artists Wang Yibo.
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