Lacoste Celebrated Its 90th Anniversary on Sentosa Island With a Series of Experiential Sporting Events
Lacoste pays homage to its playful, and undeniably French roots, with a series of sporting activations held beachside in Singapore.
Lacoste hosted a two-day activation held on Sentosa Island in Singapore, commemorating its 90th anniversary. The two-day event invited media personalities and fashion enthusiasts to participate in various sporting activities, exploring the cultural stamp Lacoste apparel — and its signature crocodile — have left on tennis, golf and many other communities since its founding in 1933. Picturesque beachside activities, DJ performances and challenges welcomed guests to explore past and future interpretations of the brand’s heritage while paying homage to Lacoste’s French roots and founder, René Lacoste.
With programming from sunup to sundown, the experience tapped into Lacoste’s brand DNA and rich sporting heritage. Upon check-in, guests are already immersed in the brand’s longstanding ubiquity in tennis and lifestyle verticals, as well as explored deeper insights into the Lacoste design language and highlighted sustainability initiatives kickstarted throughout its 90-year reign. Founder René Lacoste envisioned a youthful image of tennis wear that would transcend the bounds of athletic fashion which spotlighted cultural intersections between music, fashion and sports. The event was held in partnership with Hypebeast, twisting the traditional festival format with high-fashion and contemporary interpretations of sports culture.
Day one kicked off with a star-studded welcome dinner featuring dance performances and a live DJ set, and on day two, the Tennis Clinic brought players together in the morning to advance their techniques on the court.
Across two days, live music performances, food stalls and friendly sporting competitions saw media personalities bring a fashion-forward spin to the game of tennis and access to special performances each day. Guests leisurely documented their fits and captured content at surrounding photo booths, as well as a designated brand corner featuring archival pieces showcasing Lacoste’s iconic designs from past collections. Meanwhile, the attendees could personalize Lacoste tote bags at the embroidery station.
Get a glimpse of the action in the gallery above. Visit Lacoste’s website to learn more about Lacoste’s 90th Anniversary celebrations globally.
