Lacoste’s Activations Serve Up Style Across NYC Ahead of U.S. Open
Georgia Wray Norsten — August 16, 2025 — Marketing
References: wwd
Lacoste’s activations are making a grand statement across New York City as the brand ramps up for the 2025 U.S. Open. Beginning with 'Le Café Lacoste,' a limited-edition Afternoon Tea in collaboration with The Plaza Hotel’s Palm Court, the French heritage label is spotlighting its tennis legacy through curated culinary and fashion experiences. The tea, inspired by Lacoste’s sporty elegance, runs through Sept. 10.
Simultaneously, Lacoste has taken over the Printemps New York pop-up at One Wall Street. The Icon of Play activation (Aug. 18-Sept. 7) offers a bespoke customization bar with limited-edition patches and embroidered pieces across polos, skirts, bags, and more. A tennis clinic in Central Park on Aug. 22 honors Lacoste’s 15-year partnership with the City Parks Foundation and tees up a private event with brand ambassadors.
Image Credit: Taylor Miller, courtesy of Lacoste
Simultaneously, Lacoste has taken over the Printemps New York pop-up at One Wall Street. The Icon of Play activation (Aug. 18-Sept. 7) offers a bespoke customization bar with limited-edition patches and embroidered pieces across polos, skirts, bags, and more. A tennis clinic in Central Park on Aug. 22 honors Lacoste’s 15-year partnership with the City Parks Foundation and tees up a private event with brand ambassadors.
Image Credit: Taylor Miller, courtesy of Lacoste
Trend Themes
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Branded Culinary Experiences — Luxury fashion brands are integrating gourmet dining experiences into their marketing strategies, allowing for a multi-sensory brand engagement.
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Limited-edition Customization — Personalization through bespoke products is gaining traction, with brands offering unique custom patches and embroidery to create exclusive consumer connections.
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Heritage-inspired Activations — Fashion labels are leveraging their historical roots to create immersive brand activations that resonate with consumers seeking authentic backstories.
Industry Implications
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Fashion Retail — The fashion industry is embracing multifaceted brand experiences to enhance consumer engagement beyond traditional retail spaces.
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Event Management — Event management firms are recognizing the potential of pop-up activations as a dynamic way to merge brand identity with culturally engaging experiences.
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Culinary Arts — The culinary sector sees collaboration with luxury brands as an avenue to tap into high-end customer bases through exclusive, themed dining events.
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