Lacoste Returns to Its Roots in New Global Campaign

Lacoste unveils its latest global campaign with a renewed focus on the codes that have long defined the house. Anchored in tennis, the brand revisits its identity through a lens of ease and movement, where sport is less about performance and more about attitude.

At the centre is the return of its long-standing signature, “Life is a Beautiful Sport”, reframed for today. The message leans into a broader idea of sport as something lived daily, expressed through gesture, rhythm and personal style rather than competition alone.

Directed by Fredrik Bond, the campaign film takes a stripped-back approach. There is no dialogue, only movement and expression, with a visual language built on pace, glances and physicality. The result sits somewhere between realism and stylisation, balancing clarity with a more cinematic softness.

The connection to tennis remains central, embodied by Novak Djokovic, whose ongoing role as house ambassador reinforces the brand’s long-standing relationship with the sport. Here, that legacy is less about heritage for its own sake and more about continuity, carried forward through a modern, more fluid perspective.

PHOTO CREDIT: Courtesy of Lacoste