DAO Insights reports that Lacoste has become the official sponsor for season 5 of the hit TV show Street Dance of China. In DAO’s words:

• French high-end sportswear brand Lacoste has tapped into the growing appetite for street dancing amongst China’s Gen Z by becoming an official sponsor for season 5 of the hit TV show Street Dance of China.
• The vernacular dance style has grown into a craved subculture in China, drawing in an average of 5 million to cut their teeth into the activity every year, with teens being the main consumers.
• The shrewd move allows Lacoste to rejuvenise [sic] its brand image and win over the lucrative young generation of consumers.

Street Dancing is increasingly popular among Chinese teenagers, particularly in major cities, and the sponsorship is seen as a way for Lacoste to develop a more youthful “street style” image in the Chinese market. While Lacoste has been seen as a premium brand in China since it arrived in 1984, its association with golf and tennis has given it an association with an older demographic which has hurt it with younger Chinese consumers.

More details on the new sponsorship and Lacoste’s attempt to attract younger Chinese customers at DAO Insights.