Tennis Ace Gregor Dimitrov is Lacoste’s New Underwear Model

In a recent development in the world of tennis and fashion, Grigor Dimitrov, a renowned name in tennis, has expanded his presence beyond the court. Dimitrov, previously an ambassador for Nike, has now become the face of Lacoste’s new underwear range, marking a significant shift in his branding and public image. This move was initiated in May 2023, aligning him with other top athletes and personalities who have represented the iconic French fashion house.

You can see his fashion shoot on Instagram.

Lacoste underwear

The Bulgarian tennis star, known for his stylish play on the court, has seamlessly transitioned into the role of a fashion model, showcasing the new Lacoste underwear collection. Lacoste’s latest launch with Dimitrov highlights the brand’s commitment to comfort, quality materials, and a design that blends sporty and fashionable elements. This approach aligns well with Dimitrov’s personal charm and style, which are evident in the campaign.

Dimitrov’s foray into modeling for Lacoste is not just about fashion; it’s a reflection of his multifaceted persona that combines athletic prowess with a flair for style and elegance. The choice of Dimitrov by Lacoste underlines his appeal both on and off the tennis court, blending his athletic achievements with a more personal, lifestyle-oriented image.

This move comes at a time when Dimitrov is actively competing in high-level tennis tournaments, such as the 2024 Brisbane International, demonstrating his continued commitment to his sports career alongside his new endeavors in fashion modeling.

Dimitrov’s association with Lacoste, a brand that boasts of stars like Venus Williams, Novak Djokovic, Daniil Medvedev, and Arthur Ashe, further cements his position as a multifaceted public figure, bridging the worlds of sport and fashion.

For more detailed information, you can read the full articles on Tennis Now, and Sportskeeda.

Lacoste’s Continued Partnership with the ATP Tour: A Blend of Style and Sportsmanship

Lacoste, the renowned French sportswear brand, has once again demonstrated its commitment to tennis by renewing its partnership with the ATP Tour. As the ‘Official Outfitter’ of the men’s tennis competition, Lacoste plays a pivotal role in blending fashion with sports. This ongoing alliance, stretching from 2024 to 2026, is more than a sponsorship; it’s a celebration of a shared legacy in tennis and style.

The partnership is multifaceted, involving not only outfitting ATP staff and officials but also leveraging Lacoste’s presence across the ATP Tour’s rapidly expanding social and digital channels. The synergy between these two entities extends to community engagement, with initiatives like the ‘We Are Etendard’ project, where Lacoste and its ambassadors have been instrumental in providing free sports access and rebuilding sports courts in underprivileged communities. This project reflects a deep commitment to nurturing future talents and promoting sports as a unifying force.

Moreover, Lacoste’s influence in tennis goes beyond the ATP Tour. The brand is a significant presence in some of the most prestigious events on the tennis calendar, including the ATP Masters 1000 tournaments in Madrid and Miami, and even the French Open, Roland-Garros. The roster of ambassadors associated with Lacoste reads like a who’s who of tennis, featuring stars like Daniil Medvedev, Grigor Dimitrov, Ugo Humbert, Venus Williams, Fiona Ferro, and the celebrated World No.1 Novak Djokovic.

This partnership is emblematic of a deeper philosophy that transcends sport. Lacoste CEO Thierry Guibert and ATP Chief Business Officer Daniele Sano have both highlighted the blend of tennis and style and the spirit of sportsmanship and elegance that this partnership embodies. As they celebrate their respective anniversaries – 90 years for Lacoste and 50 years for the ATP – this renewed collaboration symbolizes a lasting commitment to excellence, both on and off the court.

Through this partnership, Lacoste and the ATP Tour are not just promoting a brand or a sport. They are fostering a culture where style, sportsmanship, and community involvement coalesce, paving the way for a future where fashion and sports continue to enrich each other.

Read more at ATP Tour or Sport Business.

Lacoste has opened a new boutique at Singapore Changi Airport Terminal 4

Lacoste has recently opened a new boutique at Singapore Changi Airport Terminal 4, in collaboration with King Power Group (Hong Kong). This 110 square meter store is designed based on the brand’s Le Club Concept Evolution, aiming to provide a premium shopping experience. The boutique offers Lacoste’s fashion range, including menswear, womenswear, shoes, accessories, and a special focus on their bestselling polo shirts. The store’s bright and colorful interiors draw inspiration from Lacoste’s tennis heritage.

This boutique is a part of Lacoste’s broader strategy in travel retail, which the brand considers a ‘sixth continent’, offering a unique opportunity to connect with global travelers. Lacoste currently operates over 170 boutiques in global travel retail and is focusing on enhancing the consumer experience by improving its offerings and visual merchandising in this channel. Future plans include expanding its network, developing new channels from online to duty-free, and finding innovative ways to connect with travelers before, during, and after their trips.

Read more at TR Business and the Moodie Davitt Report.

Lacoste Collaboration With K-Pop Group ITZY Causes Excitement!

According to Sportskeeda, the recent collaboration between the K-pop group ITZY and the iconic French brand Lacoste has created significant excitement in the fashion world. This partnership, featured on W Korea’s Instagram feed, is a fusion of ITZY’s vibrant energy and Lacoste’s classic, sporty aesthetic. Fans have expressed immense appreciation and excitement for this collaboration, emphasizing the strong connection between ITZY and its fanbase.

The campaign, which celebrates Lacoste’s 90th anniversary, is part of a broader initiative that showcases diverse subcultural scenes worldwide. These include vintage lovers in Tokyo, streetwear enthusiasts in São Paulo, amateur athletes in Seoul, and French hip hop aficionados, demonstrating how Lacoste’s legacy resonates with various communities. This global dialogue highlights the brand’s widespread appeal and its capacity to adapt to different cultural contexts.

Notably, the collaboration between ITZY and Lacoste is seen as a symbol of cultural fusion and a reflection of the evolving fashion industry, where music and style converge to create new trends. This partnership is not just a fashion statement but represents the intersection of a historic brand with the dynamic energy of one of today’s most popular K-pop groups, offering fans a fresh perspective while maintaining the essences of both the brand and the group.

However, it’s important to note that ITZY member Lia will not be participating in the campaign due to a health-related hiatus. Fans have expressed their support for the other members while wishing Lia a speedy recovery.

The Lacoste-ITZY collaboration is also featured on sites like and

High Snobiety On The Meaning of Lacoste’s New Lineshot Line of Sneakers

In a recent article, High Snobiety discusses Lacoste‘s innovative approach in transforming tennis wear with its new sneaker product, the Lineshot. According to High Snobiety, the transformation of tennis from an exclusive sport to a globally accessible and inclusive activity is the backdrop for Lacoste’s latest innovation in tennis wear. Historically, tennis was a sport for the suburban elite, but it has evolved into a game for everyone, thanks in part to more affordable equipment and the proliferation of tennis courts in diverse locations. This shift has been accompanied by a greater inclusivity within the tennis community, breaking down racial and gender barriers and introducing adaptive programs for players with limited mobility.

Lineshot Sneaker

Lacoste, a brand deeply rooted in tennis history, is contributing to this evolving tennis landscape with the introduction of the Lineshot. This product represents a significant departure from traditional tennis uniforms, reflecting Lacoste’s vision of blending style with functionality. The Lineshot is not just a shoe but a symbol of the brand’s commitment to tennis’s ongoing evolution, drawing inspiration from Lacoste’s vast archive and tennis’s Golden Age in the 1990s. This approach showcases Lacoste’s ability to adapt to and lead in the contemporary sportswear market, demonstrating a fusion of heritage and modern sensibilities.

The design of the Lineshot is a unique amalgamation of elements from three iconic 90s Lacoste tennis shoes: the Ace OG, the Thunder OG, and the Game OG. It combines the distinct aesthetics of these styles into a new silhouette that reflects the ethos of the 90s while being suited for modern requirements. With features like top-of-the-line ventilation, a leather toe bumper, and a pivot point in the outsole, the Lineshot stays true to its functional origins in tennis. It bridges Lacoste’s storied tennis past with a forward-looking perspective, ensuring it appeals to both tennis enthusiasts and those who appreciate the evolution of sports footwear.

Read more at Or, buy Lineshot sneakers at