Lacoste has named Novak Djokovic as a style ambassador for the brand both on and off the tennis court.
For Djokovic, the brand has developed an eponymous clothing line specially designed to kit out the champion during the Grand Slam tournaments as well as dress him for other tournaments throughout the season.
The collection will be available in Lacoste boutiques starting May 2017.
Novak Djokovic’s signature is printed on the left sleeve of the polo shirt, which features graphics inspired by the lines of a tennis court. Touches of blue, white and red, along with a plain background, “bring about a relaxed and quintessentially French style,” said a company representative. White or black shorts complete the outfit.
For its new advertising campaign, the brand imagined a changeover between the two champions, René Lacoste and Novak Djokovic. A film, directed by Julien Pujol, depicts the brand’s defining moment: the invention of the Lacoste L.12.12 Polo shirt – the day René Lacoste cut off the sleeves of his shirt in order to allow himself greater freedom of movement.
As the new face of the brand, Novak Djokovic will also appear in a print campaign shot by photographer Jacob Sutton. The visuals combine 1930s black and white with the present-day collections’ colors.
Photo and video courtesy Lacoste
