It’s Tennis season, and the sport's brand has come to play with iconic faces showing off the new campaign.
Following up from last year’s “PLAY BIG” campaign, 2025 sees elevated imagery with icons such as Venus Williams as ‘The Legend’ and Novak Djokovic stars as ‘The King of Court’. Photographed by Tyler Mitchell, Lacoste combines pastels and neutral tones on set to highlight the brand’s primary colour palette of greens, yellows, whites and blues.
Drawing “The Modern Lacoste Myths” into the campaign, the imagery includes signature objects and products known the brand. Novak wears a tennis net draped like a regal cape over his white polo top in a casual stance, while actress Adèle Exarchopoulos poses with Lacoste’s “The Lenglen Bag” Accessory held by her hip disguised as a pleated skirt.
The fun and playful campaign uses colour, sport, and ambition to display the brand in a fashion-forward light. There is a sense of new exploration into the brand within these images. By using such highly successful figures who are demonstrating their passions wearing Lacoste, there is a compulsive feeling to try to actively achieve higher in a stylistic and practical sense.
Precise storytelling by Lacoste enables viewers of the campaign to be immersed in the brand’s world. From acting to sports to music, there is a representation of entertainers who believe in the physical approach to style and fashion.
Pierre Niney & Wang Yibu also joined in on the campaign as key names as global influences contributing to Lacoste’s high fashion culture. This innovative nod to sport is a refresh of the Maison’s iconic legacy, moved forward by professionals who champion their craft.
What are your thoughts? Check out imagery below.
PHOTO CREDIT: Lacoste/Tyler Mitchell
