Lacoste’s classic polo and recognizable crocodile evoke a sense of nostalgia, play and adventure. Harnessing this essence, the brand’s latest campaign embraces a related message through its naming: “Life is a Beautiful Sport.”

The campaign’s photographs are high energy and vibrant featuring a range of activewear. Iconic pieces from Lacoste can be spotted, including the polo shirt, pleated skirt and Lenglen bag. Through city streets, dynamism is emphasized with models chasing, catching and running towards a tennis ball. Captured by Angelo Pennetta, the campaign photography features figures like Wang Yibo, House Ambassador, with the Eiffel Tower in the distance. 

This high energy is conveyed in the campaign’s film which was directed by Fredrik Bond. Moving from tranquil garden to the energetic streets, a young girl carries a tennis ball across Paris, finally bringing it to tennis star and Lacoste ambassador, Novak Djokovic. The main character’s movement through various settings delivers the storytelling as the film contains no dialogue (outside of her repeated “pardon” as she rushes through scenes).

“Tennis inspires a style, an attitude, a way of moving that transcends time and generations.” says Eric Vallat, CEO of Lacoste. “With ‘Life is a Beautiful Sport,’ we reaffirm this vision: that of a sport which, like Lacoste, is expressed through gesture and attitude, and which extends beyond the court to become part of life, with fluidity and elegance.”