Lacoste Legends Line Merges Shoes, Music and Media
Corinne Guirgis — May 20, 2011 — Marketing
References: coldrockdaspot.blogspot & behance.net
Lacoste Legends is the newest footwear collection from the famed brand. The heads behind the collection brought together 12 legendary collaborators from the worlds of music, media, design and retail to create an exclusive collection made up of twelve original shoes.
At the root of the inspirational project lies the legacy of founder and tennis champion René Lacoste and the tradition of innovation associated with the brand.
For the launch event of the collection, Lacoste issued a newsletter with 12 headlines presenting the shoes and the legends behind them. A standard newspaper dispenser painted the iconic Lacoste green was placed at the front of the store to publicise the collection and draw attention to the storefront. The event took place at Berlin hot spot Stadtbad, featuring DJ sets and performances from many of the musical collaborators themselves.
The Lacoste Legends campaign is quickly drawing attention to the brand and taking it back to its roots.
At the root of the inspirational project lies the legacy of founder and tennis champion René Lacoste and the tradition of innovation associated with the brand.
For the launch event of the collection, Lacoste issued a newsletter with 12 headlines presenting the shoes and the legends behind them. A standard newspaper dispenser painted the iconic Lacoste green was placed at the front of the store to publicise the collection and draw attention to the storefront. The event took place at Berlin hot spot Stadtbad, featuring DJ sets and performances from many of the musical collaborators themselves.
The Lacoste Legends campaign is quickly drawing attention to the brand and taking it back to its roots.
Trend Themes
1. Collaborative Footwear Collections - The Lacoste Legends collection demonstrates the trend of collaborating with influencers from various industries to create unique footwear collections.
2. Innovative Brand Partnerships - The collaboration between Lacoste and legendary figures from music, media, design, and retail highlights the opportunity for brands to partner with influencers for innovative projects.
3. Experiential Marketing Events - The launch event of the Lacoste Legends collection showcases the trend of hosting immersive experiences that combine music, performances, and brand activations to engage consumers.
Industry Implications
1. Footwear - The Lacoste Legends collection presents an opportunity for the footwear industry to explore collaborative partnerships and create unique, limited-edition shoe collections.
2. Fashion - The innovative brand partnerships in the Lacoste Legends campaign indicate the potential disruption of traditional fashion industry collaborations and the importance of cross-industry collaborations for brand growth.
3. Event Planning - The experiential launch event of the Lacoste Legends collection highlights the need for event planners to design immersive experiences that connect with consumers and reinforce brand values.
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