Summary:
- Lacoste reintroduces the Life Is A Beautiful Sport slogan for a new global project.
- The film follows a young woman running through Paris to return a tennis ball to Novak Djokovic.
- Angelo Pennetta photographed the print series featuring Wang Yibo and classic brand clothing.
Lacoste returns to a familiar slogan for the 2026 global season. The French label revives the Life Is A Beautiful Sport phrase as the central theme for a fresh multimedia project. The creative direction positions tennis as a broader lifestyle approach rather than a strict athletic pursuit. The message emphasizes movement, posture, and casual elegance in everyday scenarios. When you look at the strategy, you see a deliberate attempt to connect the historic origins of the brand with modern street culture.
Fredrik Bond directed the film. The video eliminates dialogue entirely. The narrative follows a young woman running across Paris while holding a yellow tennis ball. The soundtrack features the song Paris Latino to maintain rhythm. You watch her move through public gardens, streets, and a golf course while repeating the word Pardon to bystanders. The sprint ends at Court Philippe-Chatrier during Roland-Garros. She arrives on the clay and hands the ball to brand ambassador Novak Djokovic for a serve. The sequence highlights how sportswear functions in an urban environment before returning to the stadium.
The rollout extends to a print series by Angelo Pennetta. The images place classic tennis actions within everyday settings. A tennis ball appears in each frame to justify the poses of the models. You notice bodies stretching and leaning in ways typical of a high-speed match, yet the subjects remain on sidewalks or in parks.
The wardrobe styling focuses on signature items from the archive. The cast wears green velour tracksuits, white polo shirts, pleated skirts, and the Lenglen bag. BETC developed the overall concept alongside the label. Brand ambassador Wang Yibo appears in the print component. Pennetta photographed him mid-action on a Parisian street with the Eiffel Tower in the background. The rollout spans cinema, posters, digital platforms, and social media channels. The release coincides with the Roland-Garros tournament, reinforcing the 55-year partnership between the clothing supplier and the event. You expect a visible presence of these visuals throughout the summer tennis schedule.
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