Last night, in New York, Novak Djokovic visited the Lacoste boutique at Macy’s Herald Square to celebrate the launch of Lacoste’s new Fall/Winter 2018 Novak Djokovic collection. Djokovic took pictures with his fans, and also spent time with kids from the CityParks’ Foundation Tennis Academy. These students had won the chance to meet him by writing essays about a time they had faced adversity in their lives.. This was Djokovic’s first appearance in the United Stafes for Lacoste. In 2017, he was named Lacoste’s “new crocodile,” after Rene Lacoste and he now represents the brand on and off the court.
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.”
Lacoste and Shoe Palace held a raucous pool party at the Encore Beach Club in Las Vegas last Sunday. DJ Diplo performed for their vendors while wearing Lacoste sliders. This party is part of Lacoste’s push to raise their profile in the United States in response to continuing strong demand for Lacfoste products. Footwear News reported:
The brand aligned with the Encore Beach Club by purchasing various cabanas behind the DJ booth as the venue. The setting had Shoe Palace and Lacoste branded towels, fans and lip balms — and guests were treated to free Lacoste slides — available at Shoe Palace — and Lacoste hats.
You can see a gallery of pictures from the party at Footwear News.
Lacoste on Tuesday announced it is the official supplier of the Paris 2024 Olympic and Paralympic Games Bid Committee. The iconic sportswear brand, whose founder is tennis champion René Lacoste, scooped an Olympic medal himself in 1924, is in familiar territory as the official outfitter of the French Olympic and Paralympic teams.
“We are proud to support those who carry the French colors for the Paris 2024 bid. Inspired by sport, our collection embodies to perfection the idea of French chic in an elegant, relaxed way,” stated Thierry Guibert, Lacoste’s chief executive officer.
“Lacoste is an historic partner of the sporting world and has been associated with some of France’s greatest sporting moments. After the success of Club France and the French Olympic team at the Rio games, Lacoste’s support is an asset for Paris
2024,” stated Etienne Thobois, the bid committee’s ceo.
Fortune has published an article on how Lacoste retooled its brand and once again made it fashionable: Back in the 1980s, Lacoste polo shirts were so ubiquitous in North America that the French brand’s popularity sparked a backlash, captured by the saying, “Save an alligator, kill a prep.”
The detractors were referring to the wrong reptile (Lacoste’s logo features a crocodile, not a gator). But their derision reflected a Lacoste-mania that has since proved to be the brand’s high-water mark in pop culture. Lacoste hit a long lull a few years ago, hurt by an overexposure that damaged its cachet and a misguided attempt to be a fashion brand
Lacoste Live Studio has teamed up with Agi & Sam, the new mavens of menswear, for a capsule collection that’s made for a contemporary lifestyle. Inspired as much by Russian modernism as the Lacoste sporting DNA, these highly adaptable pieces shift easily from office to evening without breaking stride. Stylish with a good sense of humour, these are clothes for those that aren’t afraid to turn heads. See more at http://www.lacoste.com/gb/lemagazine-editors-agi-and-sam.html
The sporting clothes brand Lacoste will be showcasing the Chantaco bag collection for men at TFWA Cannes. The range will be available in stores from spring/summer 2017.
The Chantaco collection (pictured below) is made from high quality materials and this leather line for men is both elegant and sport-inspired. With a nod to the brand heritage, such as the Petit Piqué, this collection is ideal for men travelling, going to work, or just for leisure.