Lacoste campaign explores style beyond sport

Lacoste has launched a new campaign that reinforces its connection to tennis, presenting the sport as a broader expression of style, movement and everyday life.

The campaign, Life is a Beautiful Sport, positions tennis as an influence that extends beyond performance, shaping attitude and identity in a contemporary context.

Film explores movement and narrative

The campaign includes a film directed by Fredrik Bond, featuring Novak Djokovic as a central figure. The creative focuses on rhythm, movement and expression, using a narrative approach to reflect the relationship between sport and lifestyle.

Set in Paris, the film follows a visual style that balances realism with stylisation, using pacing and physical gestures to convey the brand’s perspective on elegance and motion.

Print executions connect sport and fashion

Alongside the film, a print campaign photographed by Angelo Pennetta places tennis elements within everyday environments. The imagery shows subjects interacting with a tennis ball in ways that suggest movement and balance, linking athletic gestures with fashion.

The visuals highlight key Lacoste products, including the polo shirt, pleated skirt, Lenglen bag and tracksuit, presented through a natural and contemporary lens.

Campaign reinforces brand identity

The work underscores Lacoste’s long-standing association with tennis, positioning the sport as a defining influence on its design and brand philosophy.

Eric Vallat, Chief Executive Officer at Lacoste: "Lacoste was born from tennis, to which it remains intrinsically linked. Tennis inspires a style, an attitude, a way of moving that transcends time and generations. With ‘Life is a Beautiful Sport,’ we reaffirm this vision: that of a sport which, like Lacoste, is expressed through gesture and attitude, and which extends beyond the court to become part of life, with fluidity and elegance."

www.lacoste.com

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