Lacoste has brought back “Life Is a Beautiful Sport,” and the relaunch stretches the tagline past the baseline. The film, directed by Fredrik Bond and scored to “Paris Latino,” follows a young woman in a continuous sprint through the city, cutting through gardens and past the Opéra before she reaches the Court Philippe-Chatrier.
The reveal is that she is a ball girl, and the run was a return to Novak Djokovic on the other side of the net. The conceit is the argument. Tennis style happens between points, on city pavement, at full sprint.
Lacoste “Life is a Beautiful Sport” Campaign
Photographer Angelo Pennetta extends the conceit to print, with House Ambassador Wang Yibo fronting a Paris-set cast. Each frame catches a man mid-swing, mid-stride, mid-leap across the city. The polo and the white-piped tracksuit operate at the same speed on the street as they do on clay.
Lacoste hits 55 years with Roland-Garros this year, and CEO Eric Vallat frames the relaunch as a return to the brand’s tennis identity. The polo was a tennis garment first, and Vallat treats that as the through line. By placing it in a sprint through public Paris before delivering it back to the court, the campaign argues the wardrobe belongs at full speed in any direction.
Lacoste’s spring stretches past tennis with Adrien Brody fronting the brand’s eyewear campaign.
