Lacoste, in its latest advertising endeavour, the ‘Play Big’ campaign, takes centre stage in Asia, featuring a star-studded lineup of ambassadors within the jaws of a colossal crocodile. With Korean pop star Jeon Somi, K-Wave sensation Ahn Hyo Seop, and rising Chinese film star Wang Yi Bo leading the charge, Lacoste’s communication strategy underscores its bold expansion plans across the Asian market.
Embracing its iconic crocodile logo as a symbol of strength and vitality, Lacoste amplifies its presence in Asia by spotlighting regional ambassadors and fostering a connection with the diverse cultural landscape. The campaign’s captivating imagery, captured by renowned photographer Willy Vanderperre, showcases the brand’s fusion of elegance and athleticism, resonating with audiences across the continent.
Fueling its momentum in the premium sports fashion segment, Lacoste appoints Pelagia Kolotouros as creative director, signalling a commitment to elevating its aesthetic appeal both on and off the field. As the brand commemorates its 90th anniversary, collaborations with industry titans like Netflix and a stellar roster of ambassadors, including tennis legend Novak Djokovic, underscore Lacoste’s enduring legacy of style and innovation.
At the heart of the ‘Play Big’ campaign lies a monumental crocodile installation, crafted by contemporary artists Imruh Asha and Ibby Njoya, symbolizing Lacoste’s unwavering spirit and larger-than-life presence in the fashion landscape. Accompanied by a mesmerising soundtrack by acclaimed musician Antonio Sánchez, Lacoste’s campaign transcends boundaries, inviting consumers to embrace the spirit of adventure and authenticity.
