There are brands that draw from sport—and then there is Lacoste, where it all begins. This season, the house revisits ‘Life is a Beautiful Sport’ as more than a signature—it becomes a way of being. Sport, here, moves beyond competition into something instinctive: a rhythm of ease, intention, and quiet confidence.
At the center, Novak Djokovic reinforces Lacoste’s enduring connection to tennis, where performance meets poise. Developed with BETC, the campaign also features House Ambassador Wang Yibo, captured against the Parisian backdrop with the Eiffel Tower in view. His presence brings a distinct balance—gesture that feels both precise and spontaneous—making him a natural focal point for the campaign’s imagery.
Directed by Fredrik Bond and set to Paris Latino, the film unfolds as a fluid run through Paris—cinematic yet effortless. Tailored silhouettes move like athletic wear; everyday motion becomes expressive. The journey culminates at Roland-Garros, grounding the story in the brand’s natural terrain.
Photographed by Angelo Pennetta, the print series extends this vision through spontaneous, in-between moments where fashion and sport quietly intersect.
Across film, print, and digital—alongside a strong presence at Roland-Garros—the campaign reads as a return: to movement, to heritage, and to an elegance that never needs to announce itself.
