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Lacoste Adds Elegance to The Miami Open

By Ruchel Louis Coetzee
Posted On Mar 20, 2017
Lacoste Adds Elegance to The Miami Open

Where Wimbledon has strawberries and cream, The Miami Open has the crocodile. The iconic logo of the venerable French clothing company, LACOSTE, was seen rushing to throw another ball to a tennis player on the court or directing a limo into the VIP car park this past week during the Miami Open. Under a tropical sun on Biscayne Bay, it was a sea of crocodiles on an array of colorful Polo shirts and hats that simply oozed French ooh la la! And let’s not overlook the oversized selfie attracting crocodile on the Le Plage de LACOSTE branded beach area at Crandon Park where you could perfect your table skills or play croquet. Did we just hear another Moet et Chandon cork pop?

This is the third consecutive year that LACOSTE has returned as the official outfitter of The Miami Open Presented by Itaú, dressing all tournament staff in its signature French elegance. LACOSTE has always had a rich tennis heritage. Legendary French tennis player, René Lacoste, who won 10 Grand Slam titles, founded the brand in 1933, and while the polo shirt may be his most well-known invention, did you know that Lacoste also invented the tennis ball machine and the first steel tennis racket? Today the crocodile brand is represented in 120 countries through a selective distribution network while the René Lacoste Foundation helps children through a community program to play sports in school. Here Joëlle Grünberg, President and CEO of LACOSTE North America, shares her thoughts on sponsorship and the brand.

What was the reason for Lacoste to sponsor the Miami Open?

 

South Florida is an important market for the LACOSTE brand and this sponsorship gives us great visibility in the Miami area, while also reinforcing our tennis heritage.

 

 If you had to compare a LACOSTE polo shirt with other high-end brand names – why would you choose Lacoste?

 

When René Lacoste invented the polo shirt to have something more comfortable to wear while playing tennis, he revolutionized the menswear industry. The LACOSTE L.12.12 polo shirt has become an iconic piece of clothing that embodies LACOSTE’s sporting spirit and classic French elegance.

 

Watching electrifying tennis matches in LACOSTE style with tropical palms swaying in a gentle ocean breeze in the background, I must say, beats strawberries and cream with a stiff upper lip, hands down every time.