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ATP extended its longstanding partnership with Lacoste, the renowned fashion-sport brand. Lacoste will retain its position as the Official Outfitter of the ATP Tour for 2024-2026.
As part of this partnership, Lacoste will outfit ATP staff and officials, including chair umpires, ensuring a stylish and sophisticated look throughout their travels on the Tour.
Global Platform for Lacoste
According to an ATP Tour press release, collaborating with the ATP Tour provides Lacoste a prime opportunity to showcase its iconic fashion-sport designs to millions of tennis enthusiasts worldwide. Through the rapidly expanding social and digital channels of the ATP Tour, Lacoste's brand and products will reach a vast and engaged audience, as per Sport Business.
Lacoste's association with tennis also extends to some of the most esteemed events on the tennis calendar. This includes partnerships with ATP Masters 1000 tournaments in Madrid and Miami and the illustrious Roland-Garros. Lacoste counts tennis stars Daniil Medvedev, Grigor Dimitrov, Ugo Humbert, Venus Williams, Fiona Ferro, and World No.1 Novak Djokovic among its esteemed roster of ambassadors.
Lacoste CEO Thierry Guibert emphasized the company's excitement for the renewed partnership with the ATP Tour. This collaboration celebrates the synergy created by Lacoste's iconic style developed over 90 years and ATP's remarkable contributions to the world of tennis, spanning 50 years.
In addition to its partnerships in tennis, Lacoste has collaborated with its ambassadors to create the 'We Are Etendard' project. This initiative aims to provide free access to sports facilities for enthusiasts from underprivileged communities. Over the past three years, 'We Are Etendard' has rebuilt more than 20 courts across various sports, including tennis, basketball, football, and handball.
Celebrating a Shared Legacy
The partnership between ATP and Lacoste celebrates a unique shared legacy within the world of tennis. In 2022, ATP marked its 50th anniversary, while in 2023, it celebrated Lacoste's impressive 90th birthday. This collaboration embodies their shared commitment to both tennis and fashion.
ATP and Lacoste are dedicated to bringing diverse communities together through their mutual love for tennis and fashion. They aim to inspire and engage people from all walks of life, fostering a sense of unity and inclusivity through these universal passions.
Daniele Sano, ATP's Chief Business Officer, expressed his pride in the enduring partnership with Lacoste, which has seamlessly merged tennis and style for over two decades. The collaboration embodies the spirit of sportsmanship and elegance both on and off the court.
Photo: ATP Tour Press release
