French sport and leisure wear brand taps tennis superstar Novak Djokovic to be its ambassador

lacoste djokovic 3.jpegNovak Djokovic | Photo: courtesy of Lacoste

Just a week before the French Open kicks off in Paris, Lacoste unveils Serbian tennis champion Novak Djokovic as the brand’s “new crocodile.” This is part of a five-year contract that also includes appearances in on and off-court advertising campaigns.

lacoste djokovic 1.pngPhoto: courtesy of global.lacoste.com

Julien Pejul’s video campaign has been pegged as a passing of the torch from the brand’s founder, tennis legend, and the original “crocodile” René Lacoste to Djokovic. Meanwhile, the print advertising imagery shot by Jacob Stutton puts into focus the heritage and innovation that the brand is known for—pairing old black and white images with full-colour present-day photographs.

More on Lacoste: Discover the storied history of the brand

lacoste djokovic 2.pngPhoto: courtesy of global.lacoste.com

In terms of the clothing, the performance collection is forward-looking as it makes use of advanced technology to infuse modern day styles. Expect the iconic pique polo shirts in shades of blue, white, red, and some graphic prints, and shorts that come in black and white. The line also includes a khaki blazer, trousers, and a zip jacket. The new range will debut in the upcoming French open.