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.
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.
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.
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.”
It’s been almost a year since the tennis racket maker Technifibre was acquired by Lacoste, and their CEO Nicolas Préault was recently interviewed on how the merger is going. And, when he was asked, Nicolas was extremely enthusiastic about the advantages that Lacoste brings to his company:
“Now with the arrival of Lacoste we can think about a lot of things. It was my first mission when I arrived a few months ago. Thierry Guibert (Lacoste’s CEO) asked me to first of all set up the future for the next five years of the future with Tecnifibre; this is done, and then to think about all the possible synergies.
“There are two types of synergies that we are going to set up. The first one is what you can call a classic company where a big company buys a small one. Today we can use all the expertise and the power of the Lacoste group in terms of human resources, in term of legal department, in term of IT systems and so on and so forth. This is very important for us because we move from 45 people to 10,000 collaborators so it’s very important, but it’s not enough.
“There is a second part of the synergy which is much more strategical. The starting point of the thinking that we have set up as a team is to say, well, who are our consumers? The consumers of Tecnifibre are for sure the players, and there are different types of players, in terms of style, in terms of frequency of playing, but the players have some needs which are linked to different parts in terms of product categories, so there are textiles, there are shoes, there are racquets, there are strings, balls and when you think about the market today you have some giants in this market, for example Nike, which have been selling a lot of textiles and shoes but no racquets on one side and on the other side you have another giant like Wilson or Babolat or Head—even some challengers that are moving up like Yonex—which are selling a lot of racquets, strings, balls—they try to sell textile but it’s quite tough and we cannot say that today those guys are really pushing on textiles.”
You can read more of the interview at TennisNow.com.