Life is a Beautiful Sport
Lacoste reaffirms its identity: a style born from tennis, carried by a free, effortless French elegance in motion.
A Film: A Run through Paris
A way of approaching sport beyond performance: as an attitude, a gesture, a way of playing and of living. A vision powerfully embodied by Novak Djokovic and that carries forward the historic bond that unites Lacoste with tennis.
Directed by Fredrik Bond, a director recognised for his iconic campaigns and his sensitive storytelling, the film privileges narrative, carried by rhythm and glances.
It relies on rhythm, bodies and expressions. A luminous aesthetic, between realism and stylisation.
A Print Campaign
In familiar, everyday settings, a tennis ball appears. It does not trigger the gesture. It reveals it. Bodies stretch, lose balance, recover, in postures at the crossroads of tennis and fashion.
Shot by Angelo Pennetta, a photographer recognized for his luminous and optimistic perspective on fashion, the series highlights Lacoste’s iconic pieces, polo shirt, pleated skirt, Lenglen bag, tracksuit, in a natural and contemporary aesthetic.
“Lacoste was born from tennis, to which it remains intrinsically linked. Tennis inspires a style, an attitude, a way of moving that transcends time and generations. With ‘Life is a Beautiful Sport,’ we reaffirm this vision: that of a sport which, like Lacoste, is expressed through gesture and attitude, and which extends beyond the court to become part of life, with fluidity and elegance.”
Eric Vallat, CEO at Lacoste
