Novak Djokovic becomes the latest Lacoste style ambassador and unveils a new collection of sports-luxe fashion…<\/p>\n
Ren\u00e9 Lacoste and Novak Djokovic. Two legends who share the same values of Fair-Play, tenacity and elegance.\u00a0In 1933 tennis player and inventor Ren\u00e9 Lacoste, nicknamed the Crocodile for the\u00a0tenacity he displayed on the court, revolutionised the world of sportswear by\u00a0creating the Lacoste L.12.12 Polo shirt.<\/p>\n
This garment\u2019s unique fabric, the cotton petit piqu\u00e9, allowed the 1930s tennis\u00a0players greater freedom of movement. The Lacoste L12.12 Polo shirt has since\u00a0become the icon of a brand, symbolising French elegance and timeless style the\u00a0world over.<\/p>\n
Novak Djokovic has now become the Lacoste style ambassador, not only on but also\u00a0off the tennis court. His relaxed elegance and inventiveness are a perfect match for\u00a0the French brand\u2019s DNA and its sports-inspired creations.<\/p>\n
Lacoste has developed for Novak Djokovic an eponymous clothing line to\u00a0be worn on the court. These outfits have been specially designed to kit out\u00a0the champion during the Grand Slam\u2019s tournaments as well as dress him for\u00a0the other tournaments of the season.<\/p>\n
The Novak Djokovic collection is a line of performance products that fuse\u00a0functionality with style. This wardrobe, perfect for the players who, like\u00a0Novak Djokovic, pay attention to all the details of a game, will be available\u00a0in Lacoste boutiques, starting May 2017.<\/p>\n
All the collection items were engineered from materials handpicked for\u00a0their quality and performance. Every detail is geared towards comfort:\u00a0ergonomic stitching prevents chaffing while the cuts bring about ease of\u00a0movement.<\/p>\n
Novak Djokovic\u2019s signature is printed on the left sleeve of the polo shirt\u00a0whose graphics are inspired by the lines of a tennis court.\u00a0Varying touches of blue, white and red challenge the plain background in order to bring about a relaxed and quintessentially French style. White or\u00a0black shorts come to complete the silhouette.\u00a0During the 2017 French Open, Novak Djokovic will make his entrance\u00a0on the Parisian clay courts, displaying the Crocodile of his new Lacoste outfits.<\/p>\n
For its new advertising campaign, the brand imagined a changeover\u00a0between the two champions, Ren\u00e9 Lacoste and Novak Djokovic. The film,\u00a0directed by Julien Pujol, bears witness to the Brand\u2019s defining moment:\u00a0the invention of the Lacoste L.12.12 Polo shirt – the day upon which\u00a0Ren\u00e9 Lacoste decided to break away from contemporary tennis dress\u00a0codes by cutting off the sleeves of his shirt in order to allow himself\u00a0greater freedom of movement.<\/p>\n
As the new face of the brand, Novak Djokovic is at the heart of the print\u00a0campaign shot by photographer Jacob Sutton. The visuals combine 1930s\u00a0black and white with the present-day collections\u2019 colours. A composition\u00a0that is a testament to the brand\u2019s timelessness.<\/p>\n