# Carefree Cityscape Campaigns The Lacoste 'Life is a Beautiful Sport' Spring 2014 Ads are Whimsical By Michael Hemsworth | Published 2014-02-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/lacoste-life-is-a-beautiful-sport-spring-2014 References: [nitrolicious](http://nitrolicious.com/2014/01/31/lacoste-life-beautiful-sport-spring-2014-campaign/) & [lacoste](http://www.lacoste.com) Looking to breathe life back into a tried-and-true brand, the [Lacoste ‘Life](https://www.trendhunter.com/trends/the-locker-room) is a Beautiful Sport’ Spring 2014 campaign pushes limits with [casually athletic fashion](https://www.trendhunter.com/trends/y3-fw25-tennis) and sky-high model captures. Shot by photographer Jacob Sutter, the Lacoste ‘Life is a Beautiful Sport’ Spring 2014 ads feature a carefree approach to life and aesthetic by models -- including Kati Nescher and Roch Barbot -- who flutter over the New York cityscape without fear. The Lacoste ‘Life is a Beautiful Sport’ Spring 2014 ads will be released in France to coincide with the Sochi 2014 Winter Olympics. An endeavour to help reinstate the values of the iconic brand that has been a household name for countless decades, the Lacoste ‘Life is a Beautiful Sport’ Spring 2014 ads are also paired with a film directed by Seb Edwards that will air during the opening ceremony of the Sochi 2014 Winter Olympics. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 57% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **Casually Athletic Fashion:** Opportunity for brands to create fashion that combines comfort and style for a carefree and active lifestyle. - **Sky-high Model Captures:** Opportunity for photographers and brands to utilize unique perspectives and capture models in bold and eye-catching ways. - **Whimsical Cityscape Campaigns:** Opportunity for brands to create campaigns that evoke a sense of wonder and playfulness by incorporating cityscapes in unexpected ways. ### Industries Being Reshaped - **Fashion:** Fashion brands can leverage the trend of casually athletic fashion by creating clothing lines that marry comfort and style. - **Photography:** Photographers can explore the trend of sky-high model captures to create visually striking images that grab attention. - **Marketing and Advertising:** Marketing and advertising agencies can tap into the trend of whimsical cityscape campaigns to create memorable and captivating campaigns for their clients. ## Related on Trend Hunter - [Locker Room-Inspired Apparel Collections](https://www.trendhunter.com/trends/the-locker-room.md) - [Tennis-Forward Pop-Ups](https://www.trendhunter.com/trends/lacostes-activations.md) - [Elegant Sporty Swimwear](https://www.trendhunter.com/trends/lacoste-swimwear-collection.md) - [Modern Sport-Inspired Apparel](https://www.trendhunter.com/trends/winter-wardrobing.md) - [Heritage Tennis Runways](https://www.trendhunter.com/trends/heritage-tennis-runways.md) - [Hospitality-Inspired Apparel](https://www.trendhunter.com/trends/brach-x-lacoste.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Performance-Ready Stylish Tennis Capsules](https://www.trendhunter.com/trends/lineshot.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md)