Lacoste Is Celebrating Community With Its 90th Anniversary Campaign

It’s hard to believe that Lacoste has been a sportswear staple since it was first founded in France in 1933. Fast forward 90 years and the brand’s instantly recognisable crocodile logo (an ode to its founder tennis player René Lacoste’s nickname ‘The Crocodile’) can be found in cities around the world. It’s the brand’s growing global community that Lacoste is celebrating with its anniversary campaign. Teaming up with local creatives in Brazil, Japan, France, South Korea and the USA, the emotion-charged campaign is representing global communities with joy.

Dubbed ‘Impossible Encounters’, the campaign pairs eight subcultures from cities around the world together. Collaborating with cultural curators, the campaign features local tribes sporting Lacoste in their own unique way. Shot by Irish photographer Ronan Gallagher who is known for his documentary approach, the campaign captures the versatility of the brand and how its styled around the world. Similarly London-based director Yoni Lappin produced short films capturing the energy and humour of youth cultures around the world.

The campaign follows Gallagher’s 2022 ad series ‘Unexpected Encounters’ which similarly celebrates the brand’s diverse community of fans. From the minimalist to the maximalist, the campaigns highlight the versatility of Lacoste’s core designs leaving us curious to see how the iconic brand is going to celebrate its 91st birthday.