For Lacoste, ‘Life is a beautiful sport’

22 Apr,2014

By a correspondent


By unveiling a new theme ‘Life is a beautiful sport’, lifestyle brand Lacoste brings about a new era by reinstating its founding values into the core of its message.


Whether on playing fields or in everyday life, Lacoste’s heritage is rooted in a quest for authenticity, performance and elegance. Each item of clothing is designed in order to allow men and women to feel emancipated in their mind and bodies, with clothes that enable confidence and ease by being adapted to an ever-changing life. It’s this vision of optimism and courage that is promoted by the new campaign: “Life is a Beautiful Sport”.


The visuals and posters are Jacob Sutton’s creation; they poetically portray men and women elegantly proceeding “above” the city and life’s tribulations. These urban and minimalist visuals represent the “Lacoste spirit” stripped down to a simple metaphor, remaining sporty and relaxed when confronted with challenges. The visuals convey man’s courage when faced with the big leap. A feeling of dizziness as he runs headlong into the unknown. The contrast of daring a small action to face up to the emotional vastness, crossing one meter in order to gain a kilometre and winning the game of a lifetime.


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