Lacoste is back with a fresh wave of visuals for its 2026 global campaign, “Life is a Beautiful Sport,” starring House Ambassador Wang Yibo and shot through the lens of photographer Angelo Pennetta across the streets of Paris. Launched globally on April 27, 2026, the campaign marks the return of Lacoste‘s iconic “Life is a Beautiful Sport” message, a phrase the brand first introduced in 2014.
Developed in partnership with creative agency BETC, the campaign is built around the idea that sport is not just a game but an attitude, one expressed through movement, balance, and effortless gesture. A tennis ball appears in every image, not as a prop but as a catalyst: bodies stretch, lose their balance, and recompose into poses that sit at the crossroads of tennis and fashion.
The print visuals are shot by Angelo Pennetta, a photographer recognized for his “luminous and optimistic perspective on fashion”. His imagery draws from everyday, recognizable environments, city streets, open spaces, suddenly charged by the appearance of a tennis ball. Iconic Lacoste pieces take center stage across the visuals: the polo shirt, pleated skirt, Lenglen bag, and the tracksuit.
Alongside the print campaign, a short film titled “A Run Through Paris“ was directed by Fredrik Bond. The film features Lacoste ambassador Novak Djokovic and brings the same kinetic energy of the print campaign to life across Parisian streets. The campaign rolls out globally across cinema, print, digital, and social media, with a heightened presence at Roland-Garros this summer, reaffirming Lacoste‘s 55-year partnership with the tournament.
The campaign also arrives alongside a refreshed visual identity for Lacoste, one that nods to the Maison’s archives. The reworked crocodile emblem is based on Robert George‘s original illustration, while new bespoke typography draws from the brand’s heritage design archives . Together, the updated identity and the new campaign signal a deliberate return to Lacoste‘s sporting roots, filtered through a distinctly modern and cinematic lens.
