Lacoste kicks off its 90th anniversary with a new campaign. 90 years of the iconic Crocodile. 90 years defining French fashion sport. 90 years of movement born on the court, growing from sport to street. The Crocodile marks its birthday with unique energy – living the present and celebrating the people moving the brand’s heartbeat across the globe today.
First loved by sports players, the Crocodile spread through France, across tennis and golfing terrains, beyond court and field, line and border. The campaign “Impossible Encounters” celebrates eight subcultures, each shot in their own meaningful locations and contexts, to highlight both their differences and their unexpected similarities — finding unique symmetry in their favourite meet-up spots, surprising parallels in clothing colour palettes and striking contrast between their minimalist/maximalist spirits.
Alongside the excitement of Lacoste’s 90th Anniversary and campaign they’re honoured to announce Grigor Dimitrov as the latest addition to its family of ambassadors.Bulgarian-born Grigor, 32, holds eight ATP titles, has been a semi-finalist at three different Grand Slam tournaments and was winner of the ATP Finals in 2017, and will embody the Crocodile’s values on and off court from his first appearance at Roland Garros this year.
