The celebration of the almost centenary of the brand is based on “Impossible Encounters”
In order to celebrate its 90th anniversary, Lacoste has launched its new global positioning, which aims to promote encounters between different communities of the brand around the world.
Following in the wake of “Unexpected Encounters”, which guided Lacoste’s positioning last year, the celebration of the almost centenary is based on “Impossible Encounters”.
In advertising pieces, the brand sought to promote interactions between different people, but with cultural similarities and, for this, the Collectives of Tokyo, the Japanese capital, Paris and Marseille, in France, New York and Miami, in the United States, and Seoul, in the United States. South Korea starred in the film that marks the positioning.
We are a brand that ranges from classic to urban audiences. And understanding the lacoste public is fundamental, because we create a genuine relationship between the brand and its admirers, explained Pedro Zannoni, CEO of Lacoste for Latin America.
Throughout the year, Lacoste will open pop-up stores in the different locations that make up the film, with activations that include vintage stores, tennis playgrounds, live shows and exhibitions. Each pop-up will also offer limited edition products relevant to each community, including a reissue piece; a tennis-inspired capsule for Roland Garros fans and a vintage Made in Japan by curator Poggy in Tokyo.
To top off the festivities, Lacoste Brasil will take its ambassador, MC Hariel, to the opening of Roland Garros, in Paris, at the end of May, but before that, the Brazilian public can wait for a local activation, with an interactive environment. , passing through the coastal music culture, where funk is the common thread.
We are going to promote meetings in front of the diversity of audiences that embrace the brand, reinforcing our plurality of consumers, added Eduardo Rodrigues, marketing director for Lacoste for Latin America.