Lacoste’s latest activation proves just how far it will go to capture the global spotlight. The iconic fashion label recently hosted a unique gala at one of the world’s most recognisable landmarks—the Great Wall of China—as part of their ‘Play Big’ campaign. This campaign celebrates their partnership with global ambassador Novak Djokovic, who is widely regarded as one of the world’s best tennis player. It was only fitting to celebrate this partnership at one of the world’s most iconic locations.
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Lacoste took a section of the Great Wall and transformed it into a symbolic tennis court, honouring the brand’s deep-rooted connection to tennis. The court, designed to reflect the brand’s iconic style, was illuminated in Lacoste’s signature green, creating a visually stunning scene. The event reached its peak when tennis legend Novak Djokovic and Chinese pop sensation Wang Yibo, both ambassadors of Lacoste, took to the court for a match. The event also promoted the brand’s latest clothing, as well as performances and unique light displays.
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This activation wasn’t just about tennis, it was also about connection. By bringing together Novak Djokovic and Wang Yibo, Lacoste perfectly blended the worlds of sport, culture, and fashion. Their partnership created a cross-generational and cross-cultural moment, positioning Lacoste as a brand that appeals to a diverse global audience. The presence of such influential figures highlighted the brand’s relevance and ability to engage with consumers across different markets, especially in the growing luxury sector in Asia.
Lacoste showcased its ability to merge its heritage with forward-thinking marketing. Their event at the Great Wall shows that when it comes to brand storytelling, there no limit to how big you can play.
