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Lacoste, the Story of an Iconic Brand

A love for the game, a passion for innovation and a certain French elegance. Since 1933, the story of Lacoste has mirrored that of its founder, René Lacoste, the French tennis legend who revolutionized the everyday wardrobe.

Crocodile

| © Lacoste Archives

The birth of the crocodile

In the excitement of the Roaring Twenties, the young and talented tennis player René Lacoste is already making an impression with his elegant game, his sense of fair play and his originality, that ten years later, is to become a signature of the brand.

Robert George Logo

| © Robert George

1923 - The first crocodile, the birth of a symbol

After a Davis Cup match in Boston, an American journalist baptizes René Lacoste “The Alligator” in reference to a bet between the tennis player and his coach over a crocodile suitcase. Artist Robert George brings the crocodile logo to life in 1927.

René Lacoste

| © Henri Manuel

Simone Thion de la Chaume

1927 - The love match: Simone, golf champion

Simone Thion de la Chaume, future wife of René Lacoste takes the British Girls Amateur Golf Championship in 1924, then goes on to become French champion an incredible thirteen times.

René Lacoste

| © Lacoste Archives

1927 - World number one: the French tennis legend

From 1925 to 1929, René Lacoste won a series of Grand Slam victories and dominated international rankings: 5 wins at the French Internationals, 3 wins at Wimbledon and 2 victories at the U.S. Championships.

René Lacoste

| © Hulton archives - Getty

Lacoste Court 1928
Lacoste 1928

1928 - Courts and courses: the new playing fields

As a tribute to the four legendary Musketeers, including René Lacoste, the legendary stadium of Roland Garros is built near Paris. Lacoste becomes an official partner in 1971. At Saint-Jean-de-Luz, the Chantaco golf course sees the day through the initiative of Simone's father, René Thion de la Chaume. A symbol of the Lacoste family's elegance, it has hosted the Lacoste Ladies Open de France since 2012.

1933 - Lacoste becomes a stuff of legend

The polo revolution wins over the world, and not just the sport of the sport. With his first advertising campaign, René Lacoste officially launches the brand, enters the world of fashion and launches a legend.

Lacoste 1933
Lacoste 1933
Lacoste 1951

1951 - Lacoste sees life in colour

Every season has its colours! In 1951 René Lacoste unveils monochromatic polos followed by striped polos. In 1958, a Lacoste children’s collection is launched.

Lacoste 1951
Lacoste Tennis Racket 1963

1963 - Patent after patent: the quest for performance

A passionate inventor, René Lacoste plays an important role in the development of tennis. Over the years, his innovations have an important impact on the game of tennis.

Catherine Lacoste

| © Lacoste Archives

Catherine Lacoste

| © Right reserved

1967 - Catherine Lacoste: like father, like daughter

René’s daughter, Catherine Lacoste, is the only French amateur player in the world to have won the women’s U.S. Open golf championship. She is an accomplished golfer whose success remains unrivalled.

Lacoste French ski team

1968 - The height of elegance

Clay, grass, and even snow! In the 1960s, Lacoste equips the French ski team.

Lacoste 1970

| © Lacoste Archives

Lacoste 1970

| © Right reserved

1970s - International campaigns

Present internationally since the 1950s, Lacoste begins to create international advertising campaigns in the 1970s, celebrating the brand’s sporting heritage and elegant style à la française.

Lacoste 1970 Crocodile Story

| © Lacoste Archives

Lacoste 1970 Les Crocodiles Sont Belles

| © Lacoste Archives

Lacoste 1980 Perfume

1980s - The extended Lacoste product family

Following the perfume and leather goods launched in the 1960s, the Lacoste product family grows again in 1981 with sunglasses, and in 1985 with tennis shoes.

Lacoste 1980 Tennis Shoes

| © Lacoste Archives

Lacoste 1980 Sunglasses

| © Lacoste Archives

Lacoste 2006 Foundation

2006 - The LACOSTE Foundation

Promoting the values dear to René Lacoste, such as tenacity and perseverance, Foundation LACOSTE helps young people in vulnerable situations by supporting their social integration through tennis and golf practice.

Lacoste Live 2011
Lacoste Live 2011

2011 - Lacoste Live, the new Lacoste

With the launch of its new line, Lacoste Live, the brand reinterprets the emblematic codes of the brand for a young, avant-garde and contemporary audience.

Novak Djokovic

2017 - Novak Djokovic is the New Crocodile

The legendary tennis player Novak Djokovic shares René Lacoste's values of sporting elegance, fair play and tenacity. In 2017 he becomes the New Crocodile.

Lacoste 2018 - Save Our Species

2018 - Lacoste looks back...and forward

Looking back over 85 amazing years, Lacoste celebrates by reediting 15 pieces from each decade of its existence. And looking to our future, Lacoste launches Save our Species, replacing the iconic crocodile logo with 10 animals threatened with extinction in a very limited edition.

Lacoste 2018 - 85 Years

Lacoste at work: 85 years of innovation

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