Brand · 2025 · North America
Lacoste
Reimagining an icon for a new generation of fans
A global brand refresh of the house of Lacoste across digital, retail, and campaign surfaces in the US market.
148M
Campaign reach
+31%
Lift in brand consideration
+22%
New customer growth
5.4×
Return on ad spend
Services
Region
North America
The Challenge
What we were asked to solve
Lacoste wanted to recapture cultural relevance with a Gen-Z audience without alienating the crocodile’s decades-long collector base. The Americas team needed a sharper US point-of-view.
Our Approach
How we built it
- 01
Re-cut the visual system around a single hero typeface and a deliberately narrower color palette.
- 02
Stood up an always-on editorial content studio producing weekly drops from our SoHo loft.
- 03
Launched a creator network of 40 tennis, fashion, and music voices under a unified campaign platform.
The Outcome
Where the work landed
Over 9 months, unaided brand awareness in the 18–24 cohort climbed materially and resale demand for the new capsule outpaced prior seasons.
“They understood the crocodile the way the house does — and then pushed us somewhere we couldn’t have found alone.”