Novak Djokovic and Venus Williams, two legendary tennis icons, have joined forces with Lacoste for a powerful advertising campaign that celebrates the brand’s iconic crocodile symbol and the indomitable spirit of its ambassadors.
The “Play Big” campaign features Djokovic and Williams posing with a colossal 26-foot activation of the Lacoste crocodile, constructed from tennis materials. Williams playfully lunges into the crocodile’s open mouth, while Djokovic leans casually against its maw, showcasing their unwavering confidence and determination.
Djokovic, the current ATP No. 1, embodies the brand’s values of calmness, power, and fearlessness. His relaxed demeanor mirrors his unparalleled dominance on the court. Williams, known for her unwavering grace and commitment to excellence, symbolizes the power of two iconic forces meeting in a larger-than-life encounter.
Djokovic has been a Lacoste brand ambassador since 2017, while Williams joined the family in 2022. The campaign also features four other ambassadors: French actor Pierre Niney, South Korean singer and model Jeon So-mi, actor Ahn Hyo Seop, and Chinese actor, singer, and dancer Wang Yibo.
In an interview with Harper’s Bazaar, Williams acknowledged the resurgence of the “tennis-core” trend, thanks in part to the Hollywood blockbuster Challengers and its star Zendaya. She emphasized that tennis has always been at the intersection of sports and fashion, with Lacoste being a pioneer in elevating sports-chic looks.
Djokovic, on the other hand, finds inspiration in the real-life behavior of the crocodile. “When I see a crocodile, it reminds me of René Lacoste, what he represents for our sport, what he represents for fashion,” he said. “But it also reminds me of the fierce predator animal in the wild, and when I’m on the court, I have to turn into this almost predator-like mentality.”
The “Play Big” campaign is a testament to Lacoste’s enduring legacy in the world of fashion and sports. It celebrates the audacity, unlimited creativity, and confidence that are the very essence of the brand, embodied by its iconic ambassadors.
