LACOSTE: Miami x Marseille

Lacoste kicks off its 90th anniversary. 90 years of the iconic Crocodile. 90 years defining French fashion sport. 90 years of movement born on the court, growing from sport to street. But this is not just another retrospective. The Crocodile marks its birthday with unique energy — living the present and celebrating the people moving the brand’s heartbeat across the globe today. First loved by sports players, inspired by the free elegance of René’s own pro sporting family and charismatic friends, the Crocodile spread through France, across tennis and golfing terrains, beyond court and field, line and border. And with every new corner of the world Lacoste touched, a unique cultural cross-pollination occurred, deeply influencing and being influenced by street culture, popping on to fashion’s runways, collaborating with musicians, artists and creators, tracing its way through the vintage retro scene, and being inscribed into pop culture. The Crocodile is now a powerful identifying emblem for many — representing a living, connected heritage that never stops moving. Nobody could have imagined the impact the brand would have on fashions and cultures so widely and diversely spread. And importantly, the impact these communities would have on the brand. Lacoste’s communities continue to infuse the brand with this ebullient spirit, inventing and reinventing what the brand codes mean to them. They help move the Crocodile. With such rich cultural inspiration, Lacoste was poised to create a meaningful, emotion-charged 90th anniversary campaign. But how would the brand spotlight the uniqueness of its communities, as stylistically different as they are geographically distanced? By taking its role as a cross-cultural connector to heart, creating a campaign of “Impossible Encounters”, made possible through the magic of style and cinema. The campaign bridges pairs of its eight subcultures, each shot in their own meaningful locations and contexts, to highlight both their differences and their unexpected similarities — finding unique symmetry in their favorite meet-up spots, surprising parallels in clothing color palettes and striking contrast between their minimalist/maximalist spirits. Through the power of Lacoste, each duo enters an unexpectedly witty fashion dialogue, when they appear to encounter and make eye contact with each other in a moment of mutual style appreciation. Their two worlds, brought together by split screen, complete each other. A set of unexpected kindred spirits are bonded through Lacoste.