In 2024, Lacoste boldly seizes the opportunity to take fashion-sport to the next level with this exceptional new campaign, “Play Big”, presented with an elevated artistic treatment.

Always alongside its iconic Crocodile, Lacoste demonstrates its power and reaffirms once again that it is a resolutely forward-looking brand, adapting to the times and playing a key role in their evolution, with audacity, spirit and style.

Just as the crocodile keeps moving, Lacoste keeps making the world its fans’ playground, inspiring them to create their own game: “Play Big” is a powerful call to action capturing the breadth of impact of the iconic Crocodile, embracing the inner fortitude of each ambassador at the heart of this campaign, and the unstoppable spirit of the pioneering fashion-sport brand.

To bring this spectacular campaign to life, Lacoste called on four of the most talented creative minds in the industry, with a unique affinity for color, light, and form: contemporary artists Imruh Asha and Ibby Njoya, renowned photographer Willy Vanderperre, and Antonio Sánchez, celebrated for his Birdman soundtrack.

Together, they reimagined the iconic crocodile as a masterful blend of precise engineering, textile art, and craftsmanship, transforming it into a grandiose work of art measuring 8 meters long and nearly 3 meters high, with its jaws agape.

For this campaign, Lacoste chose to spotlight a giant crocodile, a vibrant representation of the brand: colorful, playful and oversized, it perfectly illustrates Lacoste’s savoir-faire and wittiness.

As a pioneer of fashion-sport, it was essential for Lacoste to reference tennis, elevating textile materials such as mesh, cotton polo, and knitwear, to create a strong fashion and savoirfaire connection. Thus, the colossal crocodile sculpture is made entirely of traditional tennis materials.

“Play Big” finds its heartbeat in the uniqueness and strength of six iconic ambassadors, each an inspirational figure in their bespoke field, and each embodying the audacity, unlimited creativity, and confidence that is the very essence of Lacoste. The beacon of this campaign, the iconic crocodile, interacts in unique ways with each ambassador, reflecting their individual style, personality, and driving force.

“At Lacoste, we are very proud to draw on a rich heritage while maintaining a spirit of innovation. And because we constantly strive to reinvent ourselves, this new “Play Big” campaign is the opportunity to reaffirm the power of our iconic crocodile, our fashion roots and our rightful place in the realm of sports and especially tennis.” – Catherine Spindler, Deputy CEO