Lacoste has unveiled tennis star Novak Djokovic as its latest style ambassador.
Lacoste said that Djokovic’s relaxed elegance and inventiveness are a perfect match for the French brand’s DNA and its sports-inspired creations.
Lacoste has developed a clothing line for Djokovic to be worn during the Grand Slam tournaments. He will debut the new range during the 2017 French Open.
The Novak Djokovic collection, available in Lacoste boutiques from this month, comprises performance products that are said to fuse functionality with style. According to the brand, each item is engineered from materials picked for their quality and performance. Ergonomic stitching prevents chaffing while the cuts are claimed to bring about ease of movement.
Novak Djokovic’s signature is printed on the left sleeve of the polo shirt which has graphics inspired by the lines of a tennis court. Touches of blue, white and red feature on the plain background.
The new advertising campaign, directed by Julien Pujol, imagines a changeover between the two champions René Lacoste and Novak Djokovic. The film portrays the creation of the Lacoste L.12.12 polo shirt, which came about from René Lacoste’s decision to break away from contemporary tennis dress codes by cutting off the sleeves of his shirt to allow himself greater freedom of movement.
The print campaign, shot by photographer Jacob Sutton, combines 1930s black and white with the present-day collection’s colours.