Lacoste “Play Big”: Embracing Boldness in Fashion-Sport
This year, Lacoste is reaching new heights with its larger-than-life brand campaign, “Play Big”. By exploring uncharted territories and placing art at its very heart, 2024 is undeniably a big year for the iconic Crocodile.
Elevating Fashion-Sport
In 2024, Lacoste boldly seizes the opportunity to take fashion-sport to the next level. Featuring the iconic Crocodile presented with an elevated artistic treatment, Lacoste once more demonstrates that it is a resolutely forward-looking brand with audacity, wit, pioneering spirit, and style.
The “Play Big” Campaign
“Play Big” is a powerful call to action capturing the large-scale impact of the iconic Crocodile, embracing the inner fortitude of each brand ambassador, and highlighting the unbeatable spirit of the pioneering fashion-sport Maison. It invites each person to make the world their own court.
To bring this grandiose campaign to life, Lacoste and its historic agency, BETC Paris, called on four of the most talented creative minds. Experts in their own domains, each brought their singular vision to color, light, form, and sound: contemporary artists Imruh Asha and Ibby Njoya, legendary photographer Willy Vanderperre, and composer Antonio Sánchez, celebrated for his Birdman movie soundtrack.
The Giant Crocodile
The Crocodile is a masterful blend of precise engineering, textile art, and craftsmanship. The brand emblem is transformed into a monumental work of art measuring 8 meters long and nearly 3 meters high with open jaws.
Lacoste chose to spotlight the giant Crocodile, a vibrant representation of the brand. Colorful, playful, and oversized, it perfectly illustrates Lacoste’s savoir-faire and wittiness.
As a pioneer of fashion-sport, it was essential for Lacoste to reference tennis, elevating textile materials such as mesh, cotton polo, and knitwear, to create a strong fashion and savoir-faire connection. Thus, the colossal Crocodile art piece is made in large part from traditional tennis fashion materials.
Iconic Ambassadors
“Play Big” finds its heartbeat in the uniqueness of six iconic ambassadors, each an inspirational figure in their field, and each embodying the audacity, unlimited creativity, and confidence that is the very essence of Lacoste. Each ambassador interacts with the Crocodile in their own way, reflecting their individual style, personality, and driving force.
- Novak Djokovic: The Serbian tennis legend, holding apart the Crocodile’s jaws, demonstrates the calmness, power, and fearlessness that have propelled him to unprecedented heights in the sport.
- Venus Williams: Facing the Crocodile with grace and determination, her stance symbolizes the meeting of two iconic forces.
- Pierre Niney: The celebrated French actor embodies the brand’s elegance and playfulness, tossing a tennis ball into the Crocodile’s mouth, a nod to René Lacoste.
- Jeon Somi: The South Korean singer and model brings pop culture and youth to the campaign, holding the tooth of the Crocodile with relaxed grace.
- Ahn Hyo Seop: The South Korean actor’s tranquil yet bold stance mirrors his rise in film, blending seamlessly with the Crocodile’s red tongue.
- Wang Yibo: China’s rising star creates a witty mirror effect with his liberated movements in front of the Crocodile’s open jaws.
Conclusion
“Play Big” is a testament to Lacoste’s commitment to pushing boundaries in the fashion-sport industry. By combining artistic innovation with the essence of its iconic Crocodile, Lacoste invites everyone to embrace their inner strength and make the world their own court. This professional campaign titled ‘Play Big’ was published in France in April 2024 and showcases Lacoste’s pioneering spirit through a captivating mix of artistry and sport.
