Lacoste has been connected with tennis since its founding, but it has renewed its promotional emphasis on the sport in the last ten years.  A key part of this promotional strategy has been Lacoste’s promotional contracts with pro tennis players. The most famous of their current stars is Novak Djokovic, but they have also signed rising stars like Daniil Medvedev. And, now, Lacoste has announced it’s re-signed Medvedev:

“Lacoste is proud to announce the renewal of the contract with rising tennis star Daniil Medvedev until 2026. In the essence of the brand’s founder, it is his elegance of play and his spirit that Lacoste wishes to transmit through the extension of his contract.”

Read more at Essentially Sports.