Discover BETC Paris’ latest global campaign for its historic client, Lacoste
A new chapter in fashion sport. Following the striking success of the 2024 "PLAY BIG" campaign, Lacoste makes its latest move with the witty and beautifully crafted “PLAY WITH ICONS”.
Imagined by long-term creative partner, BETC Paris, the brand campaign celebrates two kinds of icons: Lacoste's timeless fashion-sport pieces and the legendary people who wear them.
The global campaign reveals itself in a series of bold, detail-oriented visuals and films that explore the unique chemistry between five Lacoste ambassadors and iconic fashion pieces — each interpreted with a clever twist, an artistic lens and a spirit of playful reverence.
Novak Djokovic, Pierre Niney & Wang Yibo (all sporting the iconic Lacoste polo), Venus Williams (wearing the pleated skirt), and Adele Exarchopoulos (with the brand new Lenglen bag).
« King of tennis, Venus of the court, stars of the screen or master of style - playing with icons makes them even more iconic and closer to people’s hearts. We are proud to be part of Lacoste’s ever-creative story. »
Bertille Toledano – President BETC
Through the singular eye of American photographer Tyler Mitchell, chosen for his unique pictorial approach to capturing culture, the campaign offers a colorful, fashion-forward take.
« We imagined a series of tableaus where ‘Play with Icons’ would take on an epic, fashion-forward, and offbeat dimension, embodied by incredible champions, actors, and singers who joined in the ‘game’. »
Agnès Cavard – Associate Creative Director and Artistic Director BETC
Each film is imagined as a slow-motion tableau, set to a playful score by French composer Emile Sornin, that appears to stretch and bend, elevating the sense of witty cool.
With set design by Poppy Bartlett and styling by Imruh Asha, the campaign offers a sharp, colorful, and fashion-forward vision.
BETC Paris’ creative team worked to elevate key brand symbols, for example, crafting Venus William’s tennis ball in mother of pearl, spraying Novak Djokovic’s tennis net in gold, and transforming a gradient of blue polos into flowers for Wang Yibo. The result is an unexpected, memorable new perspective on Lacoste's remarkable DNA.
Ultimately, each ambassador/product duo becomes a modern myth: an emblematic fashion story captured in an unforgettable frame, celebrating design, legacy and style.
BETC Paris’ new “PLAY WITH ICONS” campaign launches globally in May 2025 across print, television, digital and flagship Lacoste locations worldwide.
Actress and style icon Adèle Exarchopoulos redefines chic with the Lenglen bag — Lacoste’s newest it-accessory. In a clever trompe-l'œil, she wears the bag as a pleated skirt, fusing inspiration and evolution into a single witty silhouette. A visual nod to Lacoste’s tennis and high fashion heritage, remixed with a French attitude.
NOVAK DJOKOVIC & THE LACOSTE POLO - THE KING OF THE COURT
Dressed in Lacoste’s iconic off-white polo, Novak Djokovic is draped in a golden tennis net transformed into a regal cape. The image celebrates both the man and the garment, honoring Djokovic’s undisputed GOAT status while reaffirming the polo’s place in the pantheon of fashion and sport icons.
VENUS WILLIAMS & THE PLEATED SKIRT - THE LEGEND OF VENUS
The goddess returns - pleated, powerful, and poised. Williams emerges from a pleated skirt shell with beautifully pleated hair, honouring Lacoste's innovative plissé design. Holding a pearlescent tennis ball, she is both a living artwork and a living legend, redefining grace, power, and invention.
WANG YIBO & THE LACOSTE POLO - THE FAN FAVOURITE
Actor, singer, and global phenomenon, Wang Yibo’s portrait captures his unparalleled influence and the attention he has received. He appears on stage, receiving bouquets made entirely of Lacoste polos in a gradient of blues - a fashion tribute to his stage charisma and the timeless allure of the Lacoste polo in every hue.
PIERRE NINEY & THE LACOSTE POLO - THE NEW WAVE CROCODILE
French actor Pierre Niney exudes understated elegance with a playful twist. Dressed in Lacoste’s signature green, he lounges on a sculptural sofa that evokes the brand’s icon. In a minimalistic and witty composition, Pierre Niney brings the emblem to life.
_
CREDITS :
Brand : Lacoste
Brand Management : Amandine MOREL, Nathalie BÉGUINOT, Yoann WENGER, Léna SOAVI, Caroline GÉRAUD, Coline MALLEVAL
Agency : BETC
Agency Management : Bertille TOLEDANO, Marine HAKIM, Maud LAMBERT, Théophile GESLAIN, Théo LEUILLET
Chief Creative Officer : Rémi BABINET
Executive Creative Director : Florence BELLISSON
Associate Creative Director : Agnès CAVARD
Art Director : Agnès CAVARD, Louise HUCHELOUP TRILLARD, Marie-Aude LECOMTE
Copywriter : Symonne TORPY
Creative Resource Manager : Anne GUILLAUME
Head of Hero Producer : Jacques-Etienne STEIN
Producers : Clara SMITH, Margaux MESKINIA
Production Company : Prose on Pixels
Sound Production : Prose on Pixels
Music Creative Director : Adam GHOUBALI
Head of Sound : Ivan JOVANOVIC
Sound Producer : Valentine CLÉMENT-LAROSIÈRE
Sound Engineer : Gaëlle SENN
Photographer : Tyler MITCHELL
Some Director : Raphaelle BELLANGER
Some Producer : Anna GARDERE
Head of Art Buying : Isabelle MOCQ
Print Post-Producer : Nathalie LE GAL
Film Post-Producers : Clément MASSU, Christèle BARANZELLI
1st Airdate : 01/05/2025
Media Plan : OOH / DOOH, TV, DIGITAL, PRINT AND POS
Formats : Masters : 16/9, 4/5, 9/16, 1/1, 4x3, Bus Shelter
