Life is a Beautiful Sport
Lacoste reaffirms its identity: a style born from tennis, carried by a free, effortless French elegance in motion.
A Film: A Run through Paris
A way of approaching sport beyond performance: as an attitude, a gesture, a way of playing and of living. A vision powerfully embodied by Novak Djokovic and that carries forward the historic bond that unites Lacoste with tennis.
Directed by Fredrik Bond, a director recognised for his iconic campaigns and his sensitive storytelling, the film privileges narrative, carried by rhythm and glances.
It relies on rhythm, bodies and expressions. A luminous aesthetic, between realism and stylisation.
A Print Campaign
In familiar, everyday settings, a tennis ball appears. It does not trigger the gesture. It reveals it. Bodies stretch, lose balance, recover, in postures at the crossroads of tennis and fashion.
Shot by Angelo Pennetta, a photographer recognised for his luminous and optimistic perspective on fashion, the series highlights Lacoste’s iconic pieces, polo shirt, pleated skirt, Lenglen bag, tracksuit, in a natural and contemporary aesthetic.
“Lacoste was born from tennis, to which it remains intrinsically linked. Tennis inspires a style, an attitude, a way of moving that transcends time and generations. With ‘Life is a Beautiful Sport,’ we reaffirm this vision: that of a sport which, like Lacoste, is expressed through gesture and attitude, and which extends beyond the court to become part of life, with fluidity and elegance.”
Eric Vallat, CEO at Lacoste
The selection
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