FashionNews

Lacoste’s “Life is a Beautiful Sport” Campaign Stars Wang Yibo in a Sun-Soaked Paris Setting

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.

Published: May 7, 2026 12:06 PM

By Ifrah Nadeem

FashionNews

Add RETAILBOSS as Preferred Source

FashionNews

Lacoste’s “Life is a Beautiful Sport” Campaign Stars Wang Yibo in a Sun-Soaked Paris Setting

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…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss fashion coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

More from Fashion

Duolingo mascot at the Canal Street activation

Duolingo Turns Fashion-Name Pronunciation Into a Seven-Piece NYFW Collection

Duolingo brought its language-learning identity into New York Fashion Week with The Phonetic Collection, a seven-piece capsule created with New York designer Megan O’Cain. The concept turns the pronunciation of familiar fashion names into the subject of a fashion activation.

FashionMarketing

Jeanel Alvarado18 hours ago

Tommy Hilfiger seated between two models wearing his Macy’s collection.

Bloomingdale’s Leads Macy’s Growth as Group Raises Annual Outlook

Macy’s raised its annual outlook after second-quarter sales increased 1.1% to $4.9 billion, with its luxury nameplates growing faster than the core Macy’s business.

BusinessFashion

Shipra Bohara20 hours ago

CELINE Paris ateliers for Les Journées Particulières 2026, image 1

CELINE Opens Its Paris Ateliers to the Public: How to Book the October 2026 Visit

Reservations open September 24 at 2 p.m. Paris time for CELINE’s first public atelier opening during LVMH’s Les Journées Particulières.

EventsFashion

Jeanel Alvarado20 hours ago

WGACA Appoints Rachel Zoe Style Director for Yearlong Creative Role

What Goes Around Comes Around has appointed Rachel Zoe style director, formalizing a longstanding relationship with the luxury resale retailer into a yearlong role across seasonal selections, styling, special projects and events.

FashionLeadership

Alyssa Jade Mann21 hours ago

View all Fashion

Recommended Articles

Katie Morton, appointed Global Customer Director at Dr. Martens — image 1

Dr. Martens Names Katie Morton Its First Global Customer Director

Dr. Martens has appointed Katie Morton as its first Global Customer Director, adding a dedicated customer leadership role as the footwear company develops its consumer-focused approach across markets.

BusinessFashion

Shipra Bohara2 days ago

Kim Chang-ok Traces of Comfort exhibition at MCM HAUS — image 1

MCM Opens Kim Chang-ok’s Traces of Comfort Exhibition During Frieze Week Seoul

MCM is opening its Seoul cultural program to the public with Kim Chang-ok: Traces of Comfort, a free exhibition at MCM HAUS in Cheongdam running through September 27, 2026. The presentation forms part of the brand’s official partnership with Frieze Week Seoul and its 50th-anniversary celebrations.

FashionLuxury

Alyssa Jade Mann2 days ago

Balenciaga Hourglass Avenue campaign — image 1

Balenciaga Reinterprets Its Hourglass Bag Under Pierpaolo Piccioli

Balenciaga is introducing the Hourglass Avenue Bag with its Winter 2026 ClairObscur collection, revisiting a recognizable house silhouette through Pierpaolo Piccioli’s interpretation. The bag is available in stores and through the brand’s website.

FashionNews

RETAILBOSS Team2 days ago

Canada Goose source video — cover frame — image 1

Canada Goose Partners With ARCH Motorcycle Racing on a Snow Goose Capsule

Canada Goose has partnered with ARCH Motorcycle Racing on a custom off-track Snow Goose capsule designed by Haider Ackermann, beginning a broader relationship that will extend into further product and exploration projects.

FashionMarketing

Sam Ohemeng2 days ago

Model wearing a waxed jacket outside a house.

Tom Beckbe Takes Minority Investment From Cox Outdoors to Support Retail Growth

Tom Beckbe has received a minority investment from Cox Outdoors to support new stores, product development and conservation work. Financial terms were not disclosed.

BusinessFashion

Sam Ohemeng2 days ago

Ethan Lewy, Spring Summer 2027 at New York Men's Day

New York Men’s Day SS27 Spotlights Eight Designers With PROJECT and COTERIE by Informa

The 26th season paired emerging menswear and genderless labels with a sponsor mix spanning footwear, fragrance and jewelry at Mercedes-Benz of Manhattan.

EventsFashion

Sam Ohemeng2 days ago

Printed copies of Pacsun’s Youth Report on a table.

Pacsun Youth Report Finds a Gap Between AI Use and Fashion Trust

Young consumers are using AI without necessarily trusting its fashion advice, according to Pacsun and GlobalData’s second annual Youth Report. The research surveyed 6,126 Americans aged 11–24 in June 2026.

FashionNews

Jeanel Alvarado3 days ago

Official architectural rendering of the planned Garage Bullring storefront.

Groupe Dynamite Raises Growth Outlook as Garage Expands Abroad

Groupe Dynamite raised its fiscal 2026 growth outlook after second-quarter revenue increased 29.8% to C$423.6 million. Comparable store sales rose 10.3%, or 12.3% in constant currency, for the quarter ended August 1.

BusinessFashion

Jeanel Alvarado3 days ago

View all Fashion

Top 10 Brands Expanding into the US in 2026

Lacoste’s “Life is a Beautiful Sport” Campaign Stars Wang Yibo in a Sun-Soaked Paris Setting

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.

Unlock the rest of this story

More from Fashion

Duolingo Turns Fashion-Name Pronunciation Into a Seven-Piece NYFW Collection

Bloomingdale’s Leads Macy’s Growth as Group Raises Annual Outlook

CELINE Opens Its Paris Ateliers to the Public: How to Book the October 2026 Visit

WGACA Appoints Rachel Zoe Style Director for Yearlong Creative Role

Recommended Articles

Dr. Martens Names Katie Morton Its First Global Customer Director

MCM Opens Kim Chang-ok’s Traces of Comfort Exhibition During Frieze Week Seoul

Balenciaga Reinterprets Its Hourglass Bag Under Pierpaolo Piccioli

Canada Goose Partners With ARCH Motorcycle Racing on a Snow Goose Capsule

Tom Beckbe Takes Minority Investment From Cox Outdoors to Support Retail Growth

New York Men’s Day SS27 Spotlights Eight Designers With PROJECT and COTERIE by Informa

Pacsun Youth Report Finds a Gap Between AI Use and Fashion Trust

Groupe Dynamite Raises Growth Outlook as Garage Expands Abroad

What are you looking for?

Start exploring

Unlock the rest of this story

More from Fashion

Recommended Articles

Sign up for RetailBoss Daily Newsletter