Lacoste Connects Its Foundation’s 20th Anniversary With Store Activations

In Miami, Fondation Lacoste ambassador Venus Williams joined First Serve to recognise coaches’ work on and beyond the tennis court. The company says dedicated spaces in participating stores will extend the celebration and support the associations involved in its youth programmes.

A defined purchase contribution accompanies the campaign in South Africa. The local Lacoste campaign page states that €1 from every purchase between October 16 and 25, 2026, will go to Tennis South Africa. That regional offer should be distinguished from the wider international store programme.

The anniversary message, “Beyond every journey, there is a coach,” places mentoring at the centre of the foundation’s storytelling.

Bringing that message into stores connects the brand’s sporting identity with a specific community relationship, while the South African contribution gives shoppers a concrete participation route during the campaign window.