{"id":582089,"date":"2026-04-28T13:47:20","date_gmt":"2026-04-28T11:47:20","guid":{"rendered":"https:\/\/highxtar.com\/?p=582089"},"modified":"2026-04-28T13:47:21","modified_gmt":"2026-04-28T11:47:21","slug":"life-is-a-beautiful-sport-this-is-the-new-era-of-lacoste","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/life-is-a-beautiful-sport-this-is-the-new-era-of-lacoste\/","title":{"rendered":"\u201cLife is a Beautiful Sport\u201d: This is the new era of Lacoste"},"content":{"rendered":"\n

The global campaign defines how to move, dress, and engage with the world with that signature Parisian elegance.<\/h2>\n\n\n\n

Lacoste<\/strong> once again delves into its history to project itself into the present and offer a new perspective: \u2018Life is a Beautiful Sport\u2019<\/em><\/strong>. Directed by Fredrik Bond<\/a><\/strong>, 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<\/strong>. The gardens, the Opera, the side streets\u2026 all the settings move to the rhythm of a choreography where the word \u2018Pardon<\/em>\u2019 is repeated like a mantra.<\/p>\n\n\n\n

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Throughout this journey, the brand\u2019s most iconic pieces\u2014such as the polo shirt and the pleated skirt\u2014are seamlessly integrated, as a natural extension of the story. That\u2019s when the climax arrives at the Philippe-Chartier<\/strong> court, where we discover that it\u2019s actually a ball boy trying to return the ball to the match, with Novak Djokovic<\/strong> at the center of the action.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The print campaign, photographed by Angelo Pennetta<\/a><\/strong>, 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.<\/p>\n\n\n\n

Developed in collaboration with BETC<\/strong>, the video campaign also features Lacoste<\/strong> ambassador Wang Yibo<\/strong>, photographed against the backdrop of the Eiffel Tower<\/strong>.<\/p>\n\n\n\n

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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.<\/p>\n","protected":false},"author":27,"featured_media":582086,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[603],"tags":[1151],"class_list":["post-582089","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-en","tag-lacoste-en"],"acf":[],"yoast_head":"\n\u201cLife is a Beautiful Sport\u201d: This is the new era of Lacoste - HIGHXTAR.<\/title>\n<meta name=\"description\" content=\"A brief exchange, a glance that wanders, and time seems to stand still. 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