Lacoste’s "Play With Icons" Campaign Reinvents Fashion Storytelling

Lacoste elevates its brand DNA with BETC Paris through a global, fashion-forward campaign blending culture and legacy.

A Modern Myth Told on Billboards and Beyond

Lacoste has once again raised the bar with its global "PLAY WITH ICONS" campaign, seamlessly blending fashion, culture, and storytelling. Created by the visionary minds of BETC Paris, this campaign is a vibrant celebration of legacy, style, and design.

The campaign, launching globally in May 2025, boldly occupies multiple media platforms, including print, digital, TV, and billboards in flagship locations worldwide—reinforcing the impact of outdoor advertising as a premium brand amplifier.

Through the singular lens of American photographer Tyler Mitchell, known for his distinctive pictorial approach to culture, Lacoste reimagines its icons as living myths on the streets and screens. Every visual is a slow-motion tableau, stretched and curved by French composer Emile Sornin’s playful score, blending fashion's edge with artful elegance.

Witty Coolness Meets High-Impact Outdoor Media

This campaign does more than showcase celebrity ambassadors like Venus Williams, Novak Djokovic, and Wang Yibo—it creates cinematic installations that feel at home on city billboards and digital displays.

Venus Williams’ tennis ball becomes a mother of pearl masterpiece.
Novak Djokovic’s tennis net shines in gold.
Blue polos bloom into stunning flowers for Wang Yibo.

The set designs by Poppy Bartlett and styling by Imruh Asha turn the streets into art galleries, proving that billboard advertising prices and billboard advertising rates are an investment in cultural relevance and unforgettable brand narratives.

Outdoor Advertising Reinvented by Iconic Brands

Lacoste’s bold use of outdoor media showcases how iconic brands are leveraging billboard advertising to drive global conversations and emotional connections. This campaign is proof that outdoor advertising is not just about visibility—it’s about crafting modern myths that live in the streets and in consumers’ hearts.

Outdoor Advertising and Fashion: The Perfect Match

Lacoste and BETC Paris show how outdoor campaigns can become cultural phenomena, breaking the mold of traditional advertising while delivering memorable, fashion-forward storytelling.

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Lacoste’s New Global Campaign: Play With Icons

Zanni GA. 05/12/2025

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