Just a week before the French Open kicks off in Paris, Lacoste unveils Serbian tennis champion Novak Djokovic as the brand’s “new crocodile.” This is part of a five-year contract that also includes appearances in on and off-court advertising campaigns.
Julien Pejul’s video campaign has been pegged as a passing of the torch from the brand’s founder, tennis legend and original “crocodile” René Lacoste to Djokovic. Meanwhile, the print advertising imagery shot by Jacob Stutton puts into focus the heritage and innovation that the brand is known for—pairing old black and white images with full-colour present-day photographs.
In terms of the clothing, the performance collection is forward-looking as it makes use of advanced technology to infuse modern day styles. Expect the iconic pique polo shirts in shades of blue, white, red, and some graphic prints, and shorts that come in black and white. The line also includes a khaki blazer, trousers, and a zip jacket. The new range will debut in the upcoming French Open. Meanwhile, you can check out the campaign video here: