Lacoste supports 3 new athletes

‍

The famous crocodile brand is famous for its many partnerships. But since its collaboration with swimmer Thomas Curin in 2022, the brand is keen to keep the momentum going, by helping three young athletes to develop and realize their dreams of reaching the top.

Lacoste x Théo Curin: the story of a collaboration

Théo Curin, a disabled athlete with four amputated limbs, already had an impressive track record when Lacoste, accompanied by its creative agency BETC, approached him for a first collaboration. With the help of the athlete, who was there throughout the creative process, in particular for the choice of products, colors and adaptation, 8 pieces from the collection were put forward by the brand.

The aim of this collaboration is clear: to be able to dress everyone, and to facilitate access for people with disabilities. Magnetic buttons replace more traditional ones on polo shirts, and straps help access zippers and roll-up sleeves.

This new range is in line with the values that Lacoste has been promoting since its creation 90 years ago: solidarity and surpassing oneself.

Today, Théo Curin wants to add an extra dimension to this new collection: to help three young athletes get off the ground.

‍

‍

A new partnership with three young athletes

A whole new range of Lacoste products was presented, in partnership with new athletes. Through this campaign, the brand will support them in the early stages of their careers, helping them to become the best they can be.

"I want to advocate a value I hold dear: equal opportunities. "declares Théo Curin, enthusiastic about taking part once again in this collaboration.

Tom Lecomte

The triathlete suffered his first serious road accident, resulting in more than 17 fractures. After managing to get back to a very good level, always surpassing himself, he was the victim of a second accident, and nearly had his leg amputated. Today, in the midst of rehabilitation, he wishes to invest the profits from the collaboration in adapted equipment to return to his former level.

Raphaëlle Tousignant

Diagnosed with cancer at the age of 9, the Canadian field hockey player had to have her right leg amputated. Today, her dream is to become the first Canadian woman to take part in the Paralympics.

Once she has completed her studies at the Université de Montréal, she will no longer benefit from scholarships, and hopes to use the money from this collaboration to finance her equipment, so that she can continue her career in ice hockey.

Davison Fortunaso

Born in the favelas of Suzano, on the outskirts of São Paulo, Brazil, the skateboarder saw his discipline as a way of leaving his milieu. Today, he makes a living from skateboarding, but he wants to think bigger, and aspires to bigger projects.

Thanks to this collaboration, he hopes to be able to buy skateboards for the children of his hometown, in the hope of helping them live a destiny similar to his own.

The collection comes to the meeting of these three revanchists. No matter what difficulties they faced, they remained tenacious and motivated to pursue their dreams. A short video spot, accompanied by three interviews, was broadcast to publicize this new collaboration.

‍

‍

More articles on advertising :

Tiffany & Co invites itself to the Palais Garnier

Lego releases unusual posters for Halloween

AirFrance on show at Galeries Lafayette

‍