From Marseille to Miami, via São Paulo, Tokyo, Vitry-sur-Seine,… Lacoste celebrates its 90th anniversary with an international campaign

To celebrate its anniversary, Lacoste called on the agency BETC to produce a series of advertisements paying homage to the brand’s culture.

In 1933, René Lacoste launched his own brand. Himself a tennis player, multiple winner of Grand Slam tournaments, his ready-to-wear line was above all intended for this sport. Over the years, the brand has also done a place in golf and later became a true brand of sportswear.

90 years later, Lacoste wanted to celebrate this story by illustrating it through eight different cultures. The goal ? Show how each country bears the crocodile mark. From São Paulo to Tokyo, via Miami, Marseille, Vitry-sur-Seine, New York, Seoul or even Paris (et Roland Garros).

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