BRAND CAMPAIGN: Lacoste Announces New Global Brand Campaign
Lacoste launches its new global campaign 'Life is a Beautiful Sport,' featuring Novak Djokovic and Wang Yibo, to celebrate its tennis heritage and French elegance.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 20:30
- 🔍 Collected: April 28, 2026 at 12:01
- 🤖 AI Analyzed: April 28, 2026 at 12:55 (53 min after Collected)
Paris, April 2026 — Through a new brand campaign, the French premium fashion sport brand LACOSTE is reasserting the essence that shapes its identity. It is a style born from tennis, living through movement as free and effortless French elegance.
In this campaign, the Maison's signature 'Life is a Beautiful Sport' returns. It is an approach to sport that goes beyond performance — an attitude, a gesture, a way of playing, and a way of life itself. It also carries forward the historical bonds that have connected Lacoste and tennis, embodied by House Ambassador and iconic figure in tennis history, Novak Djokovic.
Film: Running through Paris
A young woman appears, a tennis ball in her hand. An uninterrupted run begins.
From gardens to alleys, from the Opera House to golf courses — the stage shifts one after another in a fluid and unpredictable crossing of the city. To the rhythm of 'Paris Latino,' the film progresses lightly.
Every time she passes someone, a single word is repeated — 'Pardon.' It symbolizes an attitude of moving forward with confidence, elegance, and playfulness.
As the scenes unfold, iconic Lacoste pieces such as polo shirts and pleated skirts naturally melt into the story, gracefully extending the protagonist's movements.
Eventually, the run reaches the Philippe Chatrier Court, the center court of Roland-Garros, a stage inseparable from Lacoste's history.
Then it is revealed — it was all a single continuous motion to return the ball into play.
The young woman is a ball girl. Standing across from her is Novak Djokovic, the 'GOAT' who has rewritten the standards of sport through an unparalleled track record built on discipline and intelligence in play.
A brief exchange of words. And a subtle shift, almost unnoticed — his gaze moves away from the match and turns toward her.
Cinematic Expression
Directed by Fredrik Bond, known for iconic campaigns and delicate storytelling, this work emphasizes a narrative guided by rhythm, gaze, and physical movement. It features an aesthetic filled with light, moving between realism and stylization.
Print Campaign
Echoing the film, the print campaign further expands this approach.
A tennis ball appears in familiar everyday landscapes. It does not cause movement; rather, it reveals its existence.
Bodies stretch, lose balance, and then recover — in poses that seem to exist at the intersection of tennis and fashion.
Shot by photographer Angelo Pennetta, known for his luminous and optimistic perspective on fashion, this series highlights iconic Lacoste pieces such as the polo shirt, pleated skirt, L.12.12 bag, and tracksuit within a natural and contemporary aesthetic.
Global Rollout
Developed in collaboration with BETC, this campaign also features House Ambassador Wang Yibo. Photographed against the backdrop of Paris with the Eiffel Tower, his presence embodies a gesture that combines sophistication and naturalness.
The campaign starts on April 27, beginning in France. It will be rolled out globally through a 360-degree ecosystem spanning film, print, digital, and social media.
Furthermore, by strengthening its presence at Roland-Garros, the deep connection with Lacoste, backed by a 55-year partnership, will be emphasized once again.
Signature
Lacoste holds one conviction: Sport is more than performance. It is an attitude, an energy, and a way of life.
LIFE IS A BEAUTIFUL SPORT
Comment from Eric Vala (CEO of Lacoste):
'Lacoste was born from tennis and remains deeply connected to it at its essence. Tennis inspires style, attitude, and movement, which are passed down across eras and generations. Through "Life is a Beautiful Sport," we are reaffirming this vision. Namely, that sport is about gestures and attitudes.'
In this campaign, the Maison's signature 'Life is a Beautiful Sport' returns. It is an approach to sport that goes beyond performance — an attitude, a gesture, a way of playing, and a way of life itself. It also carries forward the historical bonds that have connected Lacoste and tennis, embodied by House Ambassador and iconic figure in tennis history, Novak Djokovic.
Film: Running through Paris
A young woman appears, a tennis ball in her hand. An uninterrupted run begins.
From gardens to alleys, from the Opera House to golf courses — the stage shifts one after another in a fluid and unpredictable crossing of the city. To the rhythm of 'Paris Latino,' the film progresses lightly.
Every time she passes someone, a single word is repeated — 'Pardon.' It symbolizes an attitude of moving forward with confidence, elegance, and playfulness.
As the scenes unfold, iconic Lacoste pieces such as polo shirts and pleated skirts naturally melt into the story, gracefully extending the protagonist's movements.
Eventually, the run reaches the Philippe Chatrier Court, the center court of Roland-Garros, a stage inseparable from Lacoste's history.
Then it is revealed — it was all a single continuous motion to return the ball into play.
The young woman is a ball girl. Standing across from her is Novak Djokovic, the 'GOAT' who has rewritten the standards of sport through an unparalleled track record built on discipline and intelligence in play.
A brief exchange of words. And a subtle shift, almost unnoticed — his gaze moves away from the match and turns toward her.
Cinematic Expression
Directed by Fredrik Bond, known for iconic campaigns and delicate storytelling, this work emphasizes a narrative guided by rhythm, gaze, and physical movement. It features an aesthetic filled with light, moving between realism and stylization.
Print Campaign
Echoing the film, the print campaign further expands this approach.
A tennis ball appears in familiar everyday landscapes. It does not cause movement; rather, it reveals its existence.
Bodies stretch, lose balance, and then recover — in poses that seem to exist at the intersection of tennis and fashion.
Shot by photographer Angelo Pennetta, known for his luminous and optimistic perspective on fashion, this series highlights iconic Lacoste pieces such as the polo shirt, pleated skirt, L.12.12 bag, and tracksuit within a natural and contemporary aesthetic.
Global Rollout
Developed in collaboration with BETC, this campaign also features House Ambassador Wang Yibo. Photographed against the backdrop of Paris with the Eiffel Tower, his presence embodies a gesture that combines sophistication and naturalness.
The campaign starts on April 27, beginning in France. It will be rolled out globally through a 360-degree ecosystem spanning film, print, digital, and social media.
Furthermore, by strengthening its presence at Roland-Garros, the deep connection with Lacoste, backed by a 55-year partnership, will be emphasized once again.
Signature
Lacoste holds one conviction: Sport is more than performance. It is an attitude, an energy, and a way of life.
LIFE IS A BEAUTIFUL SPORT
Comment from Eric Vala (CEO of Lacoste):
'Lacoste was born from tennis and remains deeply connected to it at its essence. Tennis inspires style, attitude, and movement, which are passed down across eras and generations. Through "Life is a Beautiful Sport," we are reaffirming this vision. Namely, that sport is about gestures and attitudes.'