Lacoste Cements Its Tennis Legacy with Rolex Paris Masters Partnership
In a move that solidifies its deep-rooted connection to the sport of tennis, Lacoste has announced a groundbreaking partnership with the prestigious Rolex Paris Masters tournament. This long-term collaboration, set to run until 2030, promises to elevate the tournament's prestige and further cement Lacoste's status as a true icon in the world of tennis fashion and apparel.
Elevating the Rolex Paris Masters to New Heights
A Natural Fit for Two Iconic Brands
The partnership between Lacoste and the Rolex Paris Masters is a harmonious union of two brands that share a rich heritage and a deep appreciation for the sport of tennis. Rooted in tradition and elegance, this collaboration is a natural fit, as the French Tennis Federation and the iconic crocodile brand have long been intertwined. Lacoste's sporting legacy, initiated by its founder, René Lacoste, a tennis legend and fashion icon, has always been inseparable from the brand's identity. This new partnership serves to further strengthen the bond between Lacoste and the world of tennis.Elevating the Tournament Experience
As part of the partnership, Lacoste will be providing the uniforms for the ball kids, line judges, and all children accompanying players for their court entry as part of the "Dream Entrance" operation. This move not only enhances the visual appeal of the tournament but also underscores Lacoste's commitment to supporting the next generation of tennis enthusiasts. Additionally, two dedicated corners will sell pieces from Lacoste's collections, allowing fans to immerse themselves in the brand's rich tennis heritage.Exclusive Co-Branded Collections
The partnership will also result in the release of a special capsule collection of polos, T-shirts, and branded caps featuring the logos of both Lacoste and the Rolex Paris Masters. This exclusive collaboration is set to debut this year, with a full co-branded collection slated for 2025. These limited-edition offerings will provide tennis fans and Lacoste enthusiasts alike with the opportunity to own a piece of the tournament's history, further strengthening the brand's connection to the sport.Expanding Lacoste's Tennis Footprint
This latest partnership with the Rolex Paris Masters is not Lacoste's first foray into the world of ATP Masters 1000 events. The brand has previously formed partnerships with other prestigious tournaments, including the Miami Open in 2015 and the Madrid Open in 2023. Additionally, Lacoste has a long-standing partnership with the Roland-Garros French Open tournament and is an official partner of the French Tennis Federation.Luxury Brands Deepen Ties to Sports
The Lacoste-Rolex Paris Masters partnership is part of a broader trend in the luxury industry, where brands are increasingly deepening their ties to the world of sports. LVMH Moët Hennessy Louis Vuitton, for instance, has forged a multi-brand Formula 1 deal, while Chanel has become the title sponsor and timekeeper of the annual boat race between Oxford and Cambridge in the U.K. This strategic alignment between luxury brands and high-profile sporting events serves to elevate the prestige of both parties, creating a mutually beneficial relationship that resonates with consumers.A Shared Commitment to Excellence
The partnership between Lacoste and the Rolex Paris Masters is a testament to the shared values and commitment to excellence that both organizations possess. As the tournament director, Cédric Pioline, aptly stated, this collaboration "simply feels like a natural fit," reflecting the deep-rooted connection between the French Tennis Federation and the iconic crocodile brand. With Lacoste's unwavering support, the Rolex Paris Masters is poised to reach new heights, captivating tennis enthusiasts and fashion aficionados alike.
