The famous crocodile
"Game and victory alone are not enough. Even the style has to be mastered. " This quote comes from René Lacoste, one of the best tennis players ever, and founder of the French hit company Lacoste. At the beginning of the 20th century, the sports uniform considered appropriate is very buttoned, the athletes should eventually act as gentlemen. Not very practical, finds René Lacoste and makes his long-sleeved sports top with a few cuts without further ado to a casual polo shirt - and begins in 1933 the revolution of the tennis racket. Even today, Lacoste stands for a classically elegant French style, which is loosened up by a sporty twist and ensures a casual look that is both timeless and modern.
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The story of Lacoste
An American journalist nicknamed tennis star René Lacoste nicknamed “The Alligator.”
The Lacoste brand is officially launched on the market and is met with great enthusiasm.
René Lacoste starts selling colored polo shirts for the first time. At first plain colors, later also polo shirts with stripes are available. Since then, the classic polo shirt has been reinterpreted each season in the latest trend colors.
Lacoste launches a children’s collection.
Fragrances and high quality leather goods are added to the range of Lacoste.
Lacoste has the honor to equip the French national ski team.
The successful French company starts with international advertising campaigns. Lacoste convinces with its combination of sporty tradition and French elegance.
Lacoste now also offers sunglasses.
After sunglasses in 1981, tennis shoes are now available in the Lacoste range.
The Fondation LACOSTE is launched. The Foundation’s goal is to help young people to develop and find their own path through sport and the teaching of sports values, both personally and as part of society.
Felipe Oliveira Baptista is the new Creative Director of Lacoste and successfully develops the traditional brand.
The LACOSTE L! VE line is introduced, redefining Lacoste’s product portfolio. With LACOSTE L! VE a younger, modern target group is to be addressed
World-class tennis player Novak Djokovic becomes the new figurehead of Lacoste.
Lacoste Brand Guide
Excellent design and quality workmanship are at the forefront of every product category at Lacoste. Nonetheless, there are some products that are particularly popular with Lacoste customers.