The global campaign defines how to move, dress, and engage with the world with that signature Parisian elegance.
Lacoste once again delves into its history to project itself into the present and offer a new perspective: ‘Life is a Beautiful Sport’. Directed by Fredrik Bond, the film accompanying the campaign unfolds as a continuous metaphor, in which a young woman appears with a tennis ball in her hand and begins a fluid run through the city of Paris. The gardens, the Opera, the side streets… all the settings move to the rhythm of a choreography where the word ‘Pardon’ is repeated like a mantra.
Throughout this journey, the brand’s most iconic pieces—such as the polo shirt and the pleated skirt—are seamlessly integrated, as a natural extension of the story. That’s when the climax arrives at the Philippe-Chartier court, where we discover that it’s actually a ball boy trying to return the ball to the match, with Novak Djokovic at the center of the action.
A brief exchange, a glance that wanders, and time seems to stand still. Far from dialogue, the narrative is built through bodies, glances, and rhythm.
The print campaign, photographed by Angelo Pennetta, extends this same universe with everyday scenes and a tennis ball that bursts into the frame to reveal the movements of bodies stretching, losing their balance, and regaining their composure in a sort of rehearsed choreography.
Developed in collaboration with BETC, the video campaign also features Lacoste ambassador Wang Yibo, photographed against the backdrop of the Eiffel Tower.
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