This week, Lacoste introduces the Lacoste Legacy collection exclusive to Foot Locker, featuring a premium collection of footwear in five different styles. The collection takes inspiration from the brand’s origins and combines classic style with modern sporting design.
ODD was tasked with creating the brand identity for the new line, including name, logo and overarching creative direction. The campaign is set to create a buzz around the product launch, appealing to a younger audience and offering them a stylish choice for lifestyle footwear, whilst continuing to communicate Lacoste’s premium tennis heritage in a modern, urban context.
81 years since Lacoste was founded by visionary Rene Lacoste, the Lacoste Legacy collection remains true to the brand principles of simple forms and classic style, but embraces an edgier feel for the younger Foot Locker audience. The new logo is an abstract interpretation of the tennis ball shape, and features on the tongue and insole of the product.
The campaign imagery, shot by Owen Silverwood, features an illuminated light box strip depicting court lines, embedded within concrete, communicating Lacoste’s premium heritage in a an urban setting. The integrated campaign consists of an online advertising push, in-store POS material, as well as a social media campaign across Foot Locker’s social media channels.