Updated: Inside the Games has some more details on Lacoste’s agreement with ATP:
Lacoste has become an official supplier of the ATP Tour after extending its deal with the governing body through to 2023.
The French company, founded by tennis player René Lacoste and André Gillier in 1939, will be the official outfitter and official footwear of the Tour.
Read more at Inside the Games.
Lacoste’s emphasis on tennis continues with the ATP Tour announcing that Lacoste and ATP have extended their partnership for multiple years:
The ATP and Lacoste have announced a multi-year extension of their highly successful partnership. The agreement will see Lacoste transition into an Official Supplier of the ATP Tour, through 2023, following a long-standing partnership with the Nitto ATP Finals, the ATP’s season-ending finale.
The new agreement will see Lacoste become the Official Outfitter and Official Footwear of the ATP Tour, granting the ‘Crocodile’ brand marketing rights and exposure on ATP Tour digital platforms.
In addition, Lacoste will continue to outfit ATP staff throughout the season.
“We are proud to be extending the ATP’s long-term relationship with Lacoste, now in its 19th year,” said Massimo Calvelli, ATP CEO. “As one of the world’s leading fashion brands, whose heritage is rooted in tennis, Lacoste has huge crossover appeal and is a perfect fit for the ATP and our vision for the sport. We are excited at the opportunity to continue our storytelling together.”
“At Lacoste, elegance is more than just a story of style on and off the court, it is a state of mind that we have shared with the ATP for 19 years now and that we are proud to perpetuate today with the renewal of our contract” said Thierry Guibert, Lacoste CEO.
The press release is on the ATP Tour website.
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.
Press Release from Lacoste:
Lacoste forges a partnership of excellence with the iconic Roland-Garros brand resulting in a new range of sunglass frames driven by the strong connection between the French legendary tennis tournament created in 1928 and the brand’s innate passion for this inspiring sport.
Lacoste has been a partner of Roland-Garros since 1971. Lacoste is now the exclusive apparel partner of Roland-Garros and presents each year a new apparel co-branded Roland-Garros collection including a lifestyle and performance pieces.
As Lacoste continues to embody authentic French elegance through its sophisticated designs and premium quality materials, this first exclusive co-branding gives voice to the House’s creative Heritage evoking the dynamic spirit of its founder Rene Lacoste, a tennis champion himself and an intuitive entrepreneur known for the invention of the croco-logoed polo shirts.
The collection includes a male and a unisex style crafted from injected plastic and detailed with a double logo featuring the classic Lacoste lettering and a dedicated Roland Garros script in addition to the RG initials on the temple tips.
Revisiting two of Lacoste’s best-selling shapes, the rectangular frame for men and the rounded universal shape are exclusively dressed in the Roland-Garros official colours as an homage to the world-renowned competition which every year brings the best-ranked players of the world to the red clays courts in Paris.
The male sunglasses are available in Black, Matte Black, Matte Green and Matte Blue, while the unisex frame comes in Black, Blue, Havana and Burgundy for £105
The Roland-Garros Eyewear Collection by Lacoste will be available In Stadia during the tournament taking place from September 21st to October 11th and Out Stadia through Lacoste monobrand stores and selected wholesale retailers.
Running a site about Lacoste, I tend to see a lot of Lacoste ads on other web sites. Here’s the latest ads they are using to re-target me:
I have to say, even given the restrictions around ad creative, these are strikingly bland and not doing much for Lacoste’s brand