Lacoste Releases New L005 Tennis Shoe

Verge Magazine UK has an update on the release of Lacoste‘s new L005 tennis shoe:

Introducing Lacoste’s L005, the latest addition to the dynamic L family. A fresh addition to the L family, and the new little sibling of the adored L001 shoe, the L005 re-contextualises tennis codes for a contemporary consumer. The L005 highlights Lacoste’s commitment to constantly updating and reworking its icons; playing with brand signatures in the constant pursuit of creativity.

The shoe is retro in style but contemporary in mood, appealing to a youthful audience who do not like to be defined. This is a truly new vision of tennis for the younger market; a collision of court codes united to form a strikingly stylish shoe.

The shoe is available now priced around $100.  Read more at Verge Magazine.

If you are worried about whether your Lacoste shoe is counterfeit, read our article on detecting fake Lacoste sneakers.

Lacoste Official Sponsor for Season 5 of the Hit TV Show Street Dance of China

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

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.

PETA Charges Lacoste With Using Inhumanely Source Down

Peta DucksPETA Australia has charged Lacoste and other brands of using inhumanely sourced down feathers from Vietnam. According to PETA Australia:

Investigative footage of Vietnam’s down industry shows a worker stabbing conscious ducks in the neck and workers cutting the legs off live, struggling birds. Their feathers were later sold to brands as “responsibly sourced”. Companies like H&M, Gap Inc, Lacoste, and Guess were all identified as recipients of down from the RDS-certified suppliers investigated by PETA Asia, and all obtain feathers from Vietnam.

You can see some pretty graphic video of the animal abuse on the PETA site. Previously, Lacoste was accused of using inhumanely sourced mohair, but agreed to stop using it. We can expect the same to happen with down feathers.

More coverage at Women’s Wear Daily.

Lacoste Name Venus Williams As New Global Brand Ambassador

Lacoste has named Venus Williams their new Global Brand Ambassador. From the press release:

Bold, committed, entrepreneurial, passionate about fashion and founder of lifestyle brand EleVen, tennis champion Venus Williams embodies all the ambitions of the new fashion-sport silhouette created by Louise Trotter. This wardrobe, imbued with the brand’s strong fashion DNA, is part of a desire to respond to new lifestyles – creating versatile clothing to cater to women’s contemporary lives.

 

“Lacoste celebrates its new silhouette, at the crossroads of fashion and sport. It blends technical materials, key details, and bright colours. This look draws its inspiration from the roots of our history: on-point pieces inspired by the movement of the body, just as René Lacoste intended.”

– Louise Trotter, Lacoste artistic director

 

British Vogue photographed Venus Williams, the first woman to enliven this fashion- sport vision, in Jupiter, Florida, which she calls home.

 

«I am a long-time fan of Lacoste and have always been inspired by the brand’s innovative style, beyond its tennis roots. Louise Trotter is such a visionary and the work she has done as creative director of the House is forward-thinking, inspired and constantly evolving. I am thrilled to be working alongside her as the face of Lacoste’s new silhouette.”

– Venus Williams

 

The seven-time Grand slam champion and entrepreneur is arguably one of the most accomplished and inspiring women in the history of sports. A trailblazer throughout her career, Williams has worked tirelessly to help the sport evolve by championing the fight for equal pay and serving as a steadfast advocate for equality. Perfectly aligned with Lacoste’s brand values, Williams will support the endeavors of the Lacoste Foundation, which has been working internationally to promote equal opportunities since 2006.

Venus Williams

In conjunction with the announcement, British Vogue did a photo shoot and interview. As might be expected, there was a huge amount of press coverage:

  • Fashion United – “The tennis star will be the face of Lacoste’s new fashion-sport silhouette, launching with a unisex collection featuring trench coats, bras, dresses, shirts, and accessories.”
  • Tennis Now – “Welcome to the #TeamLacoste, Venuswilliams! As one of the greatest athletes in the world, Venus embodies off the court all the ambitions of the new fashion-sport silhouette created by Louise Trotter.”
  • Tennis.com – “The luxury sportswear brand tapped into its strong tennis roots with the appointment of Venus as global ambassador”

As they say in Dodgeball, “It’s a bold move .., Let’s see if it pays off.”