Lacoste highlights iconicity and art in its latest campaign

Dubbed ‘Play Big’, the idea explores new territory and sets out to achieve new goals this year.

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2024 is the year of the Crocodile, there is no doubt about that. That’s what the facts say. Lacoste has succeeded in taking fashion-sport to its highest level, an initiative that it continues to reinforce with its new campaign presented through a high artistic concept.

Always true to its emblem, the French brand proposes a fun atmosphere in which its fans can find the creativity and inspiration to create their own game. This is ‘Play Big’, a call to action that highlights the iconicity of the Crocodile while putting its various ambassadors in the spotlight.

And to bring this proposal to fruition, Lacoste brought together four of the creative industry’s most talented minds with whom it has long established strong connections: Imruh Asha, Ibby Njoya, Willy Vanderperre and Antonio Sanchez. The goal? To reimagine the crocodile icon through a masterful blend of precise engineering, textile art and craftsmanship. The result is a grandiose work of art, 8 metres long and almost 3 metres high, with vibrant hues and a fun personality.

The campaign, starring six unique ambassadors, embodies the boldness, boundless creativity and essence of the brand. Scroll through the gallery and discover images featuring Novak Djokovic, Venus Williams, Pierre Niney, Ahn Hyo Seop, Wang Yibo and Jeon Somi.