Izod Recruits Aaron Rogers and Colin Jost For New Ad Campaign

Izod and LacosteIzod, the perennial runner-up to Lacoste, has launched a new ad campaign that marks an attempt to make the brand more relevant year-round and  which is the most expensive advertising series that they have every done. The theme of the ads are typical menswear cliches, and Izod recruited Aaron Rogers and Colin Jost, from Saturday Night Live, to bring the spots to life:

“The brand is uniquely strong in the spring and summer, around golf and around the beach holiday, summer holiday vacation. We have a really great strength in those businesses,” said Mike Kelly, CMO, PVH Heritage Brands Marketing and chief innovation officer, PVH. “I want to make sure that we are seen year-round and that we get our due in the fall as well. Aligning with football, aligning with evening parties and get-togethers helps us do that.”

Read more on the campaign at Adweek.

Novak Djokovic Claims Switching to Lacoste Was Key to Beating Kei Nishikori

Novak Djokovic Djokovic set up a US Open semi-final clash with Japanese ace Kei Nishikori by beating John Millman 6-3, 6-4, 6-4 this morning in the US Open. Djokovic last played, and beat Nishikori at Wimbledon, and he credits his switch to Lacost from Uniqlo for the victory:

“I played him once I think since I changed to Lacoste from Uniqlo, so I think Uniqlo was the key of the success. That was a very bad joke. Yeah, it’s 1am, guys. I’m sorry. I’m just trying to make this interesting.”

Lacoste Launches New Fall/Winter 2018 Novak Djokovic Collection

Novak DjokovicLast night, in New York, Novak Djokovic visited the Lacoste boutique at Macy’s Herald Square to celebrate the launch of Lacoste’s new Fall/Winter 2018 Novak Djokovic collection. Djokovic took pictures with his fans, and also spent time with kids from the CityParks’ Foundation Tennis Academy. These students had won the chance to meet him by writing essays about a time they had faced adversity in their lives.. This was Djokovic’s first appearance in the United Stafes for Lacoste. In 2017, he was named Lacoste’s “new crocodile,” after Rene Lacoste and he now represents the brand on and off the court.

Lacoste Hosts Pool Party at Las Vegas’s Encore Beach Club

Lacoste and Shoe Palace held a raucous pool party at the Encore Beach Club in Las Vegas last Sunday. DJ Diplo performed for their vendors while wearing Lacoste sliders. This party is part of Lacoste’s push to raise their profile in the United States in response to continuing strong demand for Lacfoste products. Footwear News reported:

The brand aligned with the Encore Beach Club by purchasing various cabanas behind the DJ booth as the venue. The setting had Shoe Palace and Lacoste branded towels, fans and lip balms — and guests were treated to free Lacoste slides — available at Shoe Palace — and Lacoste hats.

You can see a gallery of pictures from the party at Footwear News.

Gustavo Kuerten named new Lacoste Ambassador

Brazilian tennis star, Gustavo Kuerten has been named the new Lacoste Ambassador for the next five years, and he will appear in Lacoste’s “unconventional chic” campaign.  Here’s the press release

Lacoste has announced Brazilian tennis player Gustavo Kuerten as its new ambassador for five years and will be featured in the new “Unconventional Chic” advertising campaign. The Brazilian tennis champion embodies perfectly the Crocodile brand’s values of relaxed elegance, style and “joie de vivre”.

Renowned for his impressive tennis career, Gustavo Kuerten – also known as Guga – shares with LACOSTE a very special link with French Open “Roland Garros”. The stadium was indeed built in the 1920s to welcome the Davis Cup won by the Four Musketeers including René Lacoste, the founder of the brand. Years after, Gustavo Kuerten won the prestigious French Open three times, in 1997, 2000 and 2001 and established a strong relationship with the audience by drawing a heart on the clay court after his last victory.

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“When I was young, Roland Garros and LACOSTE were part of my dreams. Today I live this spectacular reality, it’s another magical lifetime experience” says Gustavo Kuerten, “I am very proud to become a LACOSTE ambassador. For me, LACOSTE is a reference in term of style and elegance.”

“We are very pleased to welcome Gustavo in the LACOSTE family of ambassadors.”, says Christophe Chenut, CEO of LACOSTE. “He is one of the greatest tennis champions ever. His personality and his involvement in numerous charity activities are impressive. He has talent; he has heart, incredible charisma and an unforgettable smile.”

Relying on its authentic sporting roots, LACOSTE is represented today by more than a hundred tennis and golf champions from over 20 different countries. With a strong sponsorship presence, the brand reinforces its heritage in tennis and golf through world renowned events such as the Australian Open, the Roland Garros French Open, the Barclays ATP World Tour Finals, the Alstom Open de France and the Evian Masters.

 

Adrien Brody is the New Face of Lacoste

Adrien Brody for LacosteLacoste announced today that Adrien Brody would be the new face of their spring collection:

This Spring, the Oscar-winning actor becomes the face of Lacoste’s new campaign.

Audacious, elegant, original and not afraid to go against conventions,  Adrien Brody shares personality traits with Rene Lacoste, founder of the brand and tennis champion of the 1920s.

He is Unconventional Chic.

You can see an interview with Brody here.

More on Anders Breivik and Lacoste

As we previously reported in our post titled Lacoste wants Anders Brevik to Stop Wearing Their Brand, Ander Breivik’s penchant for wearing Lacoste has been a nightmare for the brand. In response, Lacoste has supposedly pressured Norwegian police to stop him from wearing their apparel at his court appearances.  Unfortunately for Lacoste, there appears to be no way to stop him from doing so. Reportedly, for most of his court appearances, Breivik is refusing to wear anything other than his red Lacoste sweater.  Well before he committed his crime, Brevik posted the following statement about Lacoste to his website:

“People like me are refined in short supply here, so I noticed that I draw much attention That’s the way I dress. There are mainly people with little refined or not grown here. I wear the best clothes mainly from my past life, that is to say, very expensive clothes, sweatshirts Lacoste.”

There is one sign of hope for Lacoste, though. At one recent hearing about whether he should be released from solitary confinement, Breivik did wear a suit. However, that gain is probably more than offset by the fact that the news report about the hearing, made much of the fact that Brevik “had shed his signature red Lacoste shirt, instead appearing in a suit and tie.” That adjective can’t be very pleasing to Lacoste.

For more details on the story, you can go here. and here.

Lacoste Wants Mass Murderer Anders Breivik Banned From Wearing Their Brand

Anders Wearing LacosteLacoste is aghast at the news that mass murderer Anders Breivik keeps wearing their shirts to court. Reportedly, Anders, who is charged with 77 murders, has stated that Lacoste is his favorite brand. Afraid that the association with Anders will hurt their brand, Lacoste has asked the Norwegian police to ban  Anders from wearing their clothes. You can read more at Lacoste brand ‘seeking Anders Breivik clothes ban.’