Lacoste Unveils its New Global Brand Campaign

Apr. 28, 2026

The Run marks the return of "Life is a Beautiful Sport", the brand’s iconic signature. A vision of sport that goes beyond performance: one of style, movement, and the way of playing and living.

Developed with BETC Paris, the brand’s long-standing agency, this campaign reflects the unbreakable bond between Lacoste and tennis. It is embodied by Novak Djokovic, the brand’s ambassador and a major figure in the history of the sport.

• A FILM: A RACE THROUGH PARIS

A young woman emerges from a bush, a tennis ball in her hand. A race through Paris begins: fluid, instinctive, unpredictable. From gardens to alleyways, from the Opera to golf courses, the city becomes her playground.

Set to the notes of Paris Latino, the film moves forward with a light touch. With every interaction, one word keeps coming up: "Pardon". Not as an apology, but as a way to move forward: with confidence, elegance, and a touch of mischief.

Her outfit blurs the lines. Polo shirt, pleated skirt: she could just as easily be on the street as on a court. Her clothing moves with her, elegantly extending her gestures. Her journey culminates on the Philippe-Chatrier Central Court at the French Open, a setting inextricably linked to Lacoste’s history.

The revelation: it was all just one single gesture—returning a ball to play. The young woman is a ball girl. Facing her is the GOAT: Novak Djokovic, the brand’s ambassador, whose exacting standards and tactical brilliance have redefined the sport’s benchmarks.

Between them: a brief exchange, a smile. Then an unexpected twist: all eyes shift away from the match and settle on her. A moment suspended in time, where elegance takes precedence over performance.

• A CINEMATIC STYLE

Directed by Fredrik Bond and produced by Stink France, the film prioritizes the narrative, driven by rhythm and glances. Without dialogue, it relies on body language, movement, and expressions. A luminous aesthetic, blending realism and stylization.

• AN OUTDOOR CAMPAIGN

Echoing the film, the poster campaign extends this approach. In everyday scenes with a familiar atmosphere, a tennis ball suddenly appears. Bodies stretch, lose their balance, and recover, in poses that blend tennis and fashion.

Photographed by Angelo Pennetta, the series highlights Lacoste’s iconic pieces — polo shirt, pleated skirt, Lenglen bag, and tracksuit—in a natural and contemporary aesthetic.

• A GLOBAL CAMPAIGN

Launched on April 27th, the campaign is part of a comprehensive 360° strategy encompassing film, outdoor, digital, and social media. An enhanced presence at the French Open will extend the campaign’s reach, reaffirming the close bond between Lacoste and the tournament, historic partners for 55 years.

• A SIGNATURE

Lacoste affirms a simple conviction: sport goes beyond performance. It is a style, an energy, a way of life. LIFE IS A BEAUTIFUL SPORT

Eric Vallat, CEO of Lacoste said:

"Lacoste was born from tennis, from which it is inseparable. Tennis inspires a style, an attitude, a way of being in motion that transcends time and generations. With ‘Life is a Beautiful Sport,’ we reaffirm this vision: that of a sport which, like Lacoste, expresses itself through movement and attitude, and extends beyond the court to become part of life with fluidity and elegance."

 

Nicolas Lautier, Executive Creative Director, BETC Paris said:

"Our intention was to reinterpret ‘Life is a Beautiful Sport’ with a more lifestyle-oriented, joyful, and free-spirited perspective. Lacoste is a brand born from tennis, one that has always conceived of style as a journey from the court to the street. The film captures this unique ability to be at ease in any situation, with that blend of boldness, lightness, and elegance inherited from René Lacoste’s original gesture: freeing movement to free style."