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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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Discover BMOutdoor: Billboard Advertising in US and Canada!

Why choose BM Outdoor for your outdoor advertising?

  • Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
  • Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
  • Affordable for all: We offer options that fit all budgets and types of businesses.
  • Sales team at your service: Our passionate sales team is ready to help you achieve your goals.

Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Outdoor advertising services:

    Outdoor Advertising Options

    Explore key OOH formats by category and jump into details for specs, placements, and availability.

    Billboards

    Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.

    Posters

    Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.

    Transit Advertising

    Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.

    Specialty Advertising

    Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.

     

    Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign

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