With its new brand platform, Lacoste does more than celebrate its sporting roots: it turns them into a life philosophy. Under the iconic slogan “Life is a Beautiful Sport,” the crocodile brand reaffirms a unique identity where French elegance meets constant motion. Here, sport is about style and energy, embodied by ambassador Novak Djokovic, the true heir to René Lacoste’s spirit.
A Cinematic Sprint Through Paris
The campaign film, directed by Fredrik Bond, is a visual epic set in the French capital. Instead of focusing on raw performance, Bond highlights the rhythm of bodies and the intensity of gazes.
Translating the Court Spirit to the City
Between realism and stylization, Bond captures a luminous aesthetic where every stride feels dictated by the fluidity of a clay-court rally. Sport becomes a sophisticated urban choreography.
Angelo Pennetta’s Lens: The Perfect Balance
In parallel, the print campaign shot by Angelo Pennetta brings a touch of optimism. In everyday scenes, a tennis ball suddenly appears, acting as an aesthetic catalyst.
Technical Motion as a Fashion Statement
Under Pennetta’s lens, bodies stretch into hybrid postures, halfway between a tennis match and a fashion show. This series highlights iconic pieces: the original polo, the pleated skirt, and the tracksuit, presented as allies for a modern, fluid lifestyle.
A Manifesto on Heritage and Motion
This statement serves as a reminder that tennis extends far beyond the white lines of the court. Lacoste asserts that the sport inspires a way of being that unites generations.
More Than Clothing: A Vision of the World
By transforming sport into a lifestyle, Lacoste offers a vision where even the simplest daily gesture can become a moment of elegance. It reaffirms the brand’s position as a global leader in the “sport-lifestyle” segment.
Lacoste brilliantly modernizes its heritage without losing its soul. “Life is a Beautiful Sport” is more than a slogan; it’s a demonstration that Lacoste’s style is primarily about energy and movement. The crocodile has never looked more agile than in 2026.
