Novak Djokovic – Lacoste’s 'New crocodile'
René Lacoste and Novak Djokovic are considered the two legends of the the world village of men sports for their fair play, determination and styles.
Novak Djokovic has been nicknamed as a new "Crocodile" on the tennis court. In addition, he is renowned for his breathtaking goals and long-lasting athletic prowess. Tennis player and founder of the brand - René Lacoste has launched a T-shirt named Polo Lacoste L.12.12 in 1933 for sporty style.
Novak Djokovic – Lacoste’s "A new crocodile"
In the 1930s, the Polo L12.12 was considered as the symbol of the Lacoste brand, symbolizing the timeless elegance of the French. The reason why is that it was made from a unique, and cool cotton material that allowed tennis players can move and run easily in the most comfortable and convienient way during their competitions.
In 2017, Lacoste proudly announces the appearance of new brand ambassador - famous tennis player Novak Djokovic. Furthermore, strong determination and creativeness are the ‘perfect intersection’ between the fashion brand from France and this “new crocodile".
What is more, Lacoste has launched the collection of sportswear dedicated to Novak Djokovic on the tennis court. In addition, these costumes will be used by Djokovic in the championship matches of the Grand Slam and other seasons.
The Novak Djokovic collection is considered to be the biggest highlight of this year. These are perfect products for fashion icons, and sports enthusiasts. Every detail is geared towards doing something in comfort, as it is made from specialized polyester fabric, which is resistant to dirt and moisture, and reduces friction during the matchs.
Additionally, blue, white, red are chosen as the main colors of the collection to convey the most authentic, elegant French nobility.
The Lacoste brand has used the images of the two champions - René Lacoste and Novak Djokovic. The advertisement video was directed by director named Julien Pujol, highlighting the moment the t-shirt Polo L.12.12 ‘being born’. René Lacoste decided to ‘break out of’ the general standards of the 1930s on long-sleeved sportswear to give a sense of freedom and comfort to individuals when exercising.
As Lacoste’s new face, Novak Djokovic has been the focus of the campaign with a series of photo shoots from photographer called Jacob Sutton. In addition, this image is a contrast between black-white monochrome in the 1930s and the unique color of the present. This is a testament to the ‘timeless’ product of the brand.
By: Samanthan Lane