Novak Djokovic, Venus Williams, and Jeon Somi are just some of the stars who star as ambassadors for Lacoste's newest brand, "Play Big." In this new commercial, the crocodile brand explores uncharted territory and puts art at the center of everything.
Play Big is the new campaign that brings together art and icons.
Lacoste demonstrates its vision for the future by taking sports fashion to the next level, giving special prominence to its iconic crocodile, but in a much more artistic way. In Play Big, they achieved a powerful call to action that captures the large-scale impact of the crocodile, embraces the inner strength of each brand ambassador, and highlights Lacoste's unbeatable spirit as a pioneer in fashion and sports.
With this new commercial, Lacoste invites users to make the world their own playing field. For Lacoste, the crocodile is a masterful blend of precision engineering, textile art, and craftsmanship. That's why, in this campaign, the brand's iconic reptile is transformed into a monumental work of art, 8 meters long and almost 3 meters high, with its jaws wide open.
Lacoste has always seen tennis as an essential sport in its fashion.
To this end, they have worked to elevate textile materials such as mesh, cotton polo shirts, and knitwear, creating a strong connection between fashion and craftsmanship. In addition, the colossal crocodile is largely made from traditional materials used in tennis fashion.
Lacoste and tennis
The launch of Lacoste's Play Big features six iconic ambassadors, each of whom is an inspiring figure in their field. In this campaign, each of them interacts with the crocodile in their own way, reflecting their individual style, personality, and driving force behind their success.
Serbian tennis legend and record Grand Slam winner Novak Djokovic joined them, demonstrating a serious, firm demeanor and separating the crocodile's jaws, showing the calm, power, and fearlessness that have led him to unprecedented triumphs in the sport. Djokovic's relaxed behavior reflects his unparalleled dominance on the court.
Similarly, Venus Williams, the most revolutionary player of her generation, faces the Crocodile with fun and determination, with a confident stance that symbolizes the meeting of two iconic forces.
Another person featured in this commercial is the famous French actor Pierre Niney, who embodies the brand's elegance, playfulness, and boldness. His long connection with Lacoste, fostered by his love of tennis, is evident when he casually tosses a tennis ball into the crocodile's mouth: a riff on a historic image of René Lacoste and a live crocodile.
We know that Lacoste is one of the most important sports and casual fashion companies on the market. It is a French brand that offers clothing and accessories that are ideal for an intense day of sports or for looking good when casual style is the norm.
The brand sells more than 50 million products in 1,165 stores located in 114 different countries. It is estimated that, on average, every two minutes someone buys a Lacoste product. Its first boutique opened on Avenue Victor Hugo in Paris in 1981.
Other current icons
South Korean singer and model Jeon Somi brings pop culture, youth, fashion, and wit to the campaign, holding a crocodile tooth in a relaxed manner.
South Korean actor Ahn Hyo Seop reflects his meteoric rise in the film world with his calm (yet bold) posture. Meanwhile, his red polo shirt subtly blends with the red tongue of the Crocodile, creating a chameleon-like effect.
China's rising star Wang Yibo lifts his leg parallel to the open jaws of the crocodile behind him, creating an ingenious mirror effect.
Ann Hyo Seop
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