Lacoste: Life is a beautiful sport

The case study describes how Lacoste, a French clothing brand created in 1933, used a 360 degree marketing approach to reignite its fans' passion for the brand while maintaining that important link to its sports DNA.

Lacoste: Life is a beautiful sport

Agency: BETC Paris

Brand: LacosteAdvertiser: LacosteCountry: France

Objectives

Lacoste is a French brand founded by Rene Lacoste in 1933.

In 2013, coming from the tennis world (Rene Lacoste was the inventor of the L1212 knitwear polo) Lacoste had been trying to enter the fashion category for 3 years, to gain market share outside the sportswear category and widen its audience. But in spite of heavy media spending, the brand was still associated with sweat suits and socks, and growth was stalling...

By the end of 2013, it was clear that Lacoste was...

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