Lacoste Extends Its Partnership With ATP Tennis Tour

Lacoste CrocodileUpdated: 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 Renews Promotional Contract With Daniil Medvedev

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.

New York Times Has A Story On The “Four Musketeers”

Lacoste 1970S Ad LogoThe New York Times has an article on the four French tennis players known as the “Four Musketeers” of whom the most famous is René Lacoste:

When Rafael Nadal won his 13th French Open this month, he donned a neon-pink face mask and kissed the trophy, known as La Coupe des Mousquetaires. He then removed his mask and bit the handle.

The trophy is an homage to Jean Borotra, Jacques Brugnon, Henri Cochet and René Lacoste, known as the Four Musketeers, the revered Frenchmen who put their nation on the tennis map in the 1920s and ’30s.

Read more at the New York Times.

Lacoste Is Gearing Up For the US Open Tennis Tournament

In a recent story, Footwear News reports on the efforts of Adidas, K-Swiss and Lacoste to prepare special retail events and products for the upcoming US Open, which will be held Aug. 26 to Sept. 8 at the USTA Billie Jean King National Tennis Center in Queens. On Lacoste, specifically, they report:

Iconic tennis brand Lacoste scored a big win two years ago, when it signed Novak Djokovic as its apparel ambassador. The No. 1-ranked athlete continues to dominate on the circuit and is heading into the U.S. Open with two Grand Slam titles under his belt for this year alone (Wimbledon and the Australian Open).

At the matches in Queens, Djokovic will wear a vivid-blue Lacoste polo with black and white details, paired with black shorts.

For coverage of the other brands, see the original story.

Get The Lacoste Shirt Novac Djokovic Has Been Wearing At The 2018 US Open

Novac Djokovic has been cruising through the 2018 US Open and he’s been doing it in style wearing a shirt created just for him by Lacoste. Now, though, you too can buy the MEN’S SPORT PRINT TECHNICAL JERSEY POLO – NOVAK DJOKOVIC ON COURT PREMIUM EDITION from Lacoste.The shirt  is an ultra-dry jersey polo featuring raglan sleeves, a ribbed two-button polo collar and a breathable mesh panel on the back. It also has an exclusive Novak Djokovic logo, and (of course) a green crocodile logo on the chest.

2018 US Open Lacoste Shirt

Best of all, it comes in a wild, eye-catching graphic print. Get one before they are retired, and you have to live with the regret.