Premium French lifestyle brand, Lacoste has unveiled its new campaign ‘Life is a beautiful sport’. Through the new campaign the brand has tried to bring in a new era by reinstating its founding values into the core of its message.
Known for authentic, performance and elegant clothing, Lacoste has always designed to allow men and women to feel relaxed in their mind and bodies, while enabling confidence and ease by being adapted to an ever-changing life.
The visuals and posters of the campaign have been created by renowned photographer, Jacob Sutton. He has poetically portrayed men and women elegantly proceeding “above” the city and life’s tribulations.
These urban and minimalist visuals represent the “Lacoste spirit” stripped down to a simple metaphor, remaining sporty and relaxed when confronted with challenges. The visuals convey man’s courage when faced with the big leap. A feeling of dizziness as he runs headlong into the unknown. The contrast of daring a small action to face up to the emotional vastness, crossing one meter in order to gain a kilometer and winning the game of a lifetime.
Present in 114 country, Lacoste achieved a wholesale turnover of 1.4 billion Euros in 2010. It operates through eight worldwide licenses granted to various partners – apparel, footwear, fragrances, leather goods, eyewear, watches, fashion jewellery and home textiles.