Lacoste has presented “The Run”, its new global campaign with which it recovers the iconic claim “Life is a Beautiful Sport” to update its positioning around sport understood as style, attitude and way of life. Developed together with BETC Paris, the campaign reinforces the brand’s historical link with tennis, but moves it to a broader territory, where elegance and movement are integrated into everyday life.
The creative axis is articulated around a film that follows a young woman traveling through Paris in a fluid sequence without dialogue, in which the city becomes a playground. From gardens to alleys or the Opera, the route culminates in the Philippe-Chatrier center court at Roland Garros, where it is revealed that everything responds to an everyday gesture: returning a ball into play. Opposite her appears Novak Djokovic, brand ambassador and key figure in contemporary tennis, in a scene that shifts the focus from competition to attitude.
The campaign proposes a reading of tennis that transcends sports and connects with the lifestyle universe. The protagonist, dressed in iconic garments such as the polo shirt or the pleated skirt, moves interchangeably between the urban and sports environment, reinforcing the idea that the Lacoste style does not belong to a specific space, but to a way of being in the world.
“Lacoste was born from tennis, and from it he inherits an attitude that transcends generations,” says Eric Vallat, CEO of Lacoste. “With ‘Life is a Beautiful Sport’ we reaffirm a vision in which sport is expressed through movement and attitude, beyond the track.” Along the same lines, Nicolas Lautier, Executive Creative Director at BETC Paris, points out that the campaign seeks to reinterpret that legacy from a freer and contemporary perspective, connected to current cultural codes.
Directed by Fredrik Bond and produced by Stink France, the piece combines realism and stylization in a narrative focused on gesture, rhythm and body expression. The campaign is completed with a series of visuals photographed by Angelo Pennetta, in which everyday scenes incorporate the unexpected appearance of a tennis ball, generating compositions that fuse fashion and sport.
The campaign includes cinema, outdoor, digital and social networks, with a prominent presence at Roland Garros, a tournament with which Lacoste maintains a historical relationship of more than five decades. With this initiative, the brand consolidates its positioning at the intersection between sport and culture, reinforcing a central idea: sport is a form of expression that defines style and attitude.
