Life is a Beautiful Sport from Lacoste Tennis Campaign marks brand’s latest global campaign, reaffirming the brand identity while returning to its tennis heritage at the core of a contemporary visual story.
The collection builds on French elegance in motion, where freedom and effortlessness take priority over pure athletic performance. Instead of focusing only on competition, the campaign reframes sport as a visual language shaped by gestures, rhythm, and everyday movement. This approach turns tennis into a lifestyle expression rather than a purely technical discipline.
The narrative unfolds through a fashion film directed by Fredrik Bond that follows a young woman across different locations in Paris. She wears the iconic Lacoste polo shirt and pleated skirt, styled with subtle references to the house’s accessories, including the Lenglen bag briefly visible on a luggage belt. As the story progresses, the film leads the viewer to the Philippe-Chatrier court, where the final reveal shows her role as a ball girl, quietly keeping the game in motion from behind the scenes.
Alongside the film, Angelo Pennetta captures a photographic series that expands the campaign’s visual universe. Urban, everyday environments come to life as a tennis ball unexpectedly enters each scene, activating movement and interaction among the models. The imagery highlights key Lacoste pieces such as the polo, skirt, and tracksuit, all presented with a natural, contemporary sensibility.
Through this dual approach of film and photography, Lacoste strengthens its position in modern sportswear fashion. The brand reconnects with tennis not only as a sport, but as a cultural code where style, movement, and daily life merge into a cohesive and modern narrative.
