Lacoste on Tuesday announced it is the official supplier of the Paris 2024 Olympic and Paralympic Games Bid Committee. The iconic sportswear brand, whose founder is tennis champion René Lacoste, scooped an Olympic medal himself in 1924, is in familiar territory as the official outfitter of the French Olympic and Paralympic teams.
“We are proud to support those who carry the French colors for the Paris 2024 bid. Inspired by sport, our collection embodies to perfection the idea of French chic in an elegant, relaxed way,” stated Thierry Guibert, Lacoste’s chief executive officer.
“Lacoste is an historic partner of the sporting world and has been associated with some of France’s greatest sporting moments. After the success of Club France and the French Olympic team at the Rio games, Lacoste’s support is an asset for Paris
2024,” stated Etienne Thobois, the bid committee’s ceo.
Fortune has published an article on how Lacoste retooled its brand and once again made it fashionable: Back in the 1980s, Lacoste polo shirts were so ubiquitous in North America that the French brand’s popularity sparked a backlash, captured by the saying, “Save an alligator, kill a prep.”
The detractors were referring to the wrong reptile (Lacoste’s logo features a crocodile, not a gator). But their derision reflected a Lacoste-mania that has since proved to be the brand’s high-water mark in pop culture. Lacoste hit a long lull a few years ago, hurt by an overexposure that damaged its cachet and a misguided attempt to be a fashion brand
Lacoste Live Studio has teamed up with Agi & Sam, the new mavens of menswear, for a capsule collection that’s made for a contemporary lifestyle. Inspired as much by Russian modernism as the Lacoste sporting DNA, these highly adaptable pieces shift easily from office to evening without breaking stride. Stylish with a good sense of humour, these are clothes for those that aren’t afraid to turn heads. See more at http://www.lacoste.com/gb/lemagazine-editors-agi-and-sam.html
The sporting clothes brand Lacoste will be showcasing the Chantaco bag collection for men at TFWA Cannes. The range will be available in stores from spring/summer 2017.
The Chantaco collection (pictured below) is made from high quality materials and this leather line for men is both elegant and sport-inspired. With a nod to the brand heritage, such as the Petit Piqué, this collection is ideal for men travelling, going to work, or just for leisure.
Lacoste has signed a nine-year deal to be the official apparel provider of the Presidents Cup, the biennial matchplay tournament which pits the best golfers from the USA against a Rest of the World team, excluding Europe.
The French brand will sponsor the event through 2025, beginning with the 2017 edition in New Jersey. In contrast to golf’s other international matchplay event, the Ryder Cup, both Presidents Cup teams’ apparel will be provided by one brand. In addition to producing outfits for the players and officials. Lacoste is creating a co-branded Presidents Cup collection for fans of the event.
The financial terms of the five-cup deal were not released.
French designer Jean-Paul Goude unveiled a new unique Lacoste crocodile logo for his collaboration with Lacoste. “It was an invitation, a real carte blanche. It was Jean-Paul Goude who was to express his vision, to make decisions, [and] give his interpretation of the crocodile,” wrote creative director Felipe Oliveira Baptista on Instagram, about the collection and logo.