Novak Djokovic’s collaboration with Lacoste atop the Great Wall of China marked a monumental blend of fashion, sports, and culture that showcased the brand’s commitment to innovation and heritage.
The launch of the new collaboration between Novak Djokovic and Lacoste took place at the Juyongguan section of the Great Wall, a historical landmark and architectural wonder that provided a unique and breathtaking stage for the “Play Big” campaign.
The campaign transformed the ancient structure into a modern cultural hub, bringing together the worlds of fashion, sport and history in an unforgettable celebration.
This event was carefully crafted to honor Lacoste’s ambassador, Djokovic, celebrating his athletic achievements and bold personality. Lacoste reimagined the iconic Great Wall by adorning its stonework with the brand’s famous crocodile logo, a stark yet harmonious contrast against the backdrop of Chinese history.
Celebrities, influencers, and guests from around the world were invited to attend, arriving to enjoy themed activities in the Lacoste Club, which paid homage to both French and Chinese cultures. By blending these two rich heritages, Lacoste emphasized its identity as a global brand with a deep respect for tradition, craftsmanship, and creative evolution.
The event’s centerpiece occurred when Djokovic appeared on a custom-built tennis court installed on the Great Wall itself. His dramatic arrival through a concealed passage set an exciting tone, highlighting Lacoste’s ability to balance historical reverence with modern spectacle. Djokovic then engaged in a friendly serve-off with Chinese actor Wang Yibo, another Lacoste ambassador, embodying a symbolic cross-cultural exchange.
The excitement of the match and the impressive setting created an unforgettable experience that not only spotlighted Lacoste’s ingenuity but also celebrated Djokovic’s and Lacoste’s shared values of resilience, precision, and elegance.
Despite the rain that fell mid-event, the spectacle took on an atmospheric quality that enhanced its mystical ambiance. The weather added to the experience, lending an almost cinematic layer that emphasized the event’s connection to nature.
Following the serve-off, Djokovic shared his thoughts on his relationship with Lacoste, reflecting on how the brand aligns with his career and personal philosophy. This partnership has seen Djokovic become one of Lacoste’s most prominent ambassadors, and his presence atop the Great Wall solidified this connection while resonating with the campaign’s bold message.
Lacoste’s event went beyond traditional brand activations by fusing heritage with modernity, technology, and style. This “Play Big” campaign demonstrated Lacoste’s commitment to pushing boundaries, choosing the Great Wall as the ultimate location to emphasize the brand’s reach and global appeal. The boldness of creating a tennis court on one of the world’s most historic landmarks reflects Lacoste’s ethos of innovation and willingness to redefine expectations. By linking itself to the Great Wall’s legacy, Lacoste reinforced its identity as a brand that values endurance, adaptability, and cultural significance.
As guests transitioned to an after-party, the fusion of history, sport, and fashion became clear. Lacoste, by staging an event in such a powerful setting, highlighted its global commitment to creating experiences that unite people across cultures.
If you liked this article about Lacoste and Djokovic, please share it. You can also read this article about Populus Hotel in the Luster English section.
Ingresa los siguientes datos y comienza a disfrutar de nuestra revista digital.