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Lacoste is taking things to a whole new level with their latest campaign, “Play Big”. The iconic Crocodile isn’t just making a waves – it’s towering above the competition at nearly 3 metres high. This oversized art piece perfectly represents the brand’s playful, bold spirit, with 2024 shaping up to be a monumental year for Lacoste as they continue pushing the boundaries of fashion-sport and creative design.
Crafted by contemporary artists Imruh Asha and Ibby Njoya, and photographed by Willy Vanderperre, the colossal crocodile sculpture is an engineering feat made from tennis materials including mesh, cotton polo, and knitwear. And who better to stand coolly by its open jaws than tennis legend Novak Djokovic, calmly embodying the power and grace that have made him a titan on the court.
The campaign features more than just Djokovic – he’s flanked by an all-star cast, including tennis powerhouse Venus Williams, French actor Pierre Niney, K-Pop star Jeon So-Mi, South Korean actor Ahn Hyo Seop, and Chinese rising star Wang Yi Bo.
With “Play Big,” Lacoste invites fans to create their own game, inspired by the Crocodile’s relentless spirit and untamed ambition. This campaign isn’t just about fashion – it’s about dominating the style arena, on a scale as large as Lacoste’s reptilian mascot.
