The Lacoste #CrocodileInside campaign celebrates the French sportswear brand's most iconic garment, its crocodile logo polo shirt. Its images spotlight a group of actors, musicians, athletes and creatives who embody Lacoste's timeless yet youthful aesthetic and core values. Described by founder René Lacoste as "freedom of mind and movement, creativity, sportsmanship and tenacity," these core values are the inspiration behind the campaign.
It features French, American and Japanese actors Chloë Sevigny, Rod Paradot and Serena Motola along with musicians Noah Becker, Moha La Squale, Asap Nast and Clara 3000. Also featured are models Jamie Bochert, Ebonee Davis and Alton Mason, alongside Korean artist Sang Woo, French-Senegalese dancer Salif Gueye and Serbian tennis star Novak Djokovic.
Each styles their Lacoste polo in their own way, showcasing how each piece fuses comfort and fine craftsmanship with a timeless silhouette that is native to the brand.
What's Driving This Trend
- Personalized Branding
- Creating influencer-led campaigns that showcase how individuals can personalize a brand's iconic garment to suit their own style.
- Diverse Representation
- Highlighting the inclusion of diverse actors, musicians, athletes, and creatives to appeal to a wider audience and promote a more inclusive brand image.
- Timeless Silhouettes
- Emphasizing the enduring appeal of classic designs that combine comfort, craftsmanship, and a timeless silhouette in order to maintain the brand's heritage while appealing to modern consumers.
Who This Affects Most
- Fashion
- Incorporating influencer-led campaigns to showcase personalized styling and embrace diversity, disrupting traditional marketing strategies.
- Art and Entertainment
- Collaborating with actors, musicians, and creatives to position a brand as a symbol of creativity and freedom of expression, opening up new avenues for cross-industry partnerships.
- Sports and Athletics
- Partnering with athletes to highlight the brand's commitment to sportsmanship and endurance, while exploring opportunities for innovative sports-inspired designs and activations.
