Discover BETC Paris' Latest Global Campaign for its Historic Client, Lacoste

May. 07, 2025

A new chapter in fashion sport. Following the striking success of the 2024 “PLAY BIG” campaign, Lacoste makes its latest move with the witty and beautifully crafted “PLAY WITH ICONS”.

Imagined by long-term creative partner, BETC Paris, the brand campaign celebrates two kinds of icons: Lacoste's timeless fashion-sport pieces and the legendary people who wear them.

The global campaign reveals itself in a series of bold, detail-oriented visuals and films that explore the unique chemistry between five Lacoste ambassadors and iconic fashion pieces — each interpreted with a clever twist, an artistic lens and a spirit of playful reverence.

Novak Djokovic, Pierre Niney & Wang Yibo (all sporting the iconic Lacoste polo), Venus Williams (wearing the pleated skirt), and Adele Exarchopoulos (with the brand new Lenglen bag).

Bertille Toledano, President BETC said:

"King of tennis, Venus of the court, stars of the screen or master of style - playing with icons makes them even more iconic and closer to people’s hearts. We are proud to be part of Lacoste’s ever-creative story."

 

Through the singular eye of American photographer Tyler Mitchell, chosen for his unique pictorial approach to capturing culture, the campaign offers a colorful, fashion-forward take.

Agnès Cavard, Associate Creative Director and Artistic Director BETC said:

"We imagined a series of tableaus where ‘Play with Icons’ would take on an epic, fashion-forward, and offbeat dimension, embodied by incredible champions, actors, and singers who joined in the ‘game’."

 

Each film is imagined as a slow-motion tableau, set to a playful score by French composer Emile Sornin, that appears to stretch and bend, elevating the sense of witty cool.

With set design by Poppy Bartlett and styling by Imruh Asha, the campaign offers a sharp, colorful, and fashion-forward vision.

BETC Paris’ creative team worked to elevate key brand symbols, for example, crafting Venus William’s tennis ball in mother of pearl, spraying Novak Djokovic’s tennis net in gold, and transforming a gradient of blue polos into flowers for Wang Yibo. The result is an unexpected, memorable new perspective on Lacoste's remarkable DNA.

Ultimately, each ambassador/product duo becomes a modern myth: an emblematic fashion story captured in an unforgettable frame, celebrating design, legacy, and style.

BETC Paris’ new “PLAY WITH ICONS” campaign launches globally in May 2025 across print, television, digital and flagship Lacoste locations worldwide.