Lacoste, the renowned French sportswear brand, has once again demonstrated its commitment to tennis by renewing its partnership with the ATP Tour. As the ‘Official Outfitter’ of the men’s tennis competition, Lacoste plays a pivotal role in blending fashion with sports. This ongoing alliance, stretching from 2024 to 2026, is more than a sponsorship; it’s a celebration of a shared legacy in tennis and style.
The partnership is multifaceted, involving not only outfitting ATP staff and officials but also leveraging Lacoste’s presence across the ATP Tour’s rapidly expanding social and digital channels. The synergy between these two entities extends to community engagement, with initiatives like the ‘We Are Etendard’ project, where Lacoste and its ambassadors have been instrumental in providing free sports access and rebuilding sports courts in underprivileged communities. This project reflects a deep commitment to nurturing future talents and promoting sports as a unifying force.
Moreover, Lacoste’s influence in tennis goes beyond the ATP Tour. The brand is a significant presence in some of the most prestigious events on the tennis calendar, including the ATP Masters 1000 tournaments in Madrid and Miami, and even the French Open, Roland-Garros. The roster of ambassadors associated with Lacoste reads like a who’s who of tennis, featuring stars like Daniil Medvedev, Grigor Dimitrov, Ugo Humbert, Venus Williams, Fiona Ferro, and the celebrated World No.1 Novak Djokovic.
This partnership is emblematic of a deeper philosophy that transcends sport. Lacoste CEO Thierry Guibert and ATP Chief Business Officer Daniele Sano have both highlighted the blend of tennis and style and the spirit of sportsmanship and elegance that this partnership embodies. As they celebrate their respective anniversaries – 90 years for Lacoste and 50 years for the ATP – this renewed collaboration symbolizes a lasting commitment to excellence, both on and off the court.
Through this partnership, Lacoste and the ATP Tour are not just promoting a brand or a sport. They are fostering a culture where style, sportsmanship, and community involvement coalesce, paving the way for a future where fashion and sports continue to enrich each other.