Lacoste recently made a bold statement in fashion and sport by hosting a landmark event on September 29 at the Great Wall of China. Paying tribute to Novak Djokovic, Lacoste fused the tennis legend with one of the world's most iconic landmarks. Held at Juyongguan, this event transcended spectacle—it celebrated perseverance, heritage, and innovation, core principles that both Lacoste and Djokovic represent.
Djokovic, a long term Lacoste collaborator and brand ambassador, stood at the center of this extraordinary encounter. Often hailed as the GOAT (Greatest of All Time) in tennis, he embodies the brand’s spirit of determination and excellence. The event paid homage to Djokovic’s unrivaled career and mental fortitude, while also symbolizing Lacoste's relentless pursuit of breaking boundaries. “For over 90 years, we have been driven by the values of innovation, creativity, and surpassing oneself,” said Thierry Guibert, CEO of Lacoste. This historic moment, which merged the world of sports with a UNESCO World Heritage site, epitomized Lacoste's vision of uniting tradition with modernity.
The event was also part of Lacoste’s ongoing “Play Big” campaign, which launched in April 2024. The Great Wall, illuminated in Lacoste’s iconic colors, provided a breathtaking backdrop for a specially designed tennis court, further emphasizing the brand's theme of boldness and creativity. The fusion of one of the Seven Wonders of the World with a modern sporting event was a powerful visual representation of Lacoste’s ability to honor its legacy while pushing the envelope. It was a record-breaking moment, marking the Great Wall as the site of the largest fashion-sport event ever organized.
Joining Djokovic at the event was Wang Yibo, one of Asia’s most influential young artists and a Lacoste ambassador. Yibo, known for his versatility and passion for movement, shares Lacoste’s love for sport and creativity. Together, Djokovic and Yibo, along with local artists, delivered an immersive experience that blended sport, culture, and entertainment. This legendary encounter, framed by the Great Wall, was not just a showcase of tennis but a celebration of unity, elegance, and cross-cultural collaboration, highlighting Lacoste’s ability to bridge tradition and innovation.
Click here to view full gallery at Hypebeast
