Lacoste Legends is the newest footwear collection from the famed brand. The heads behind the collection brought together 12 legendary collaborators from the worlds of music, media, design and retail to create an exclusive collection made up of twelve original shoes.
At the root of the inspirational project lies the legacy of founder and tennis champion René Lacoste and the tradition of innovation associated with the brand.
For the launch event of the collection, Lacoste issued a newsletter with 12 headlines presenting the shoes and the legends behind them. A standard newspaper dispenser painted the iconic Lacoste green was placed at the front of the store to publicise the collection and draw attention to the storefront. The event took place at Berlin hot spot Stadtbad, featuring DJ sets and performances from many of the musical collaborators themselves.
The Lacoste Legends campaign is quickly drawing attention to the brand and taking it back to its roots.