The Activation Featured Djokovic and Wang Yibo for the Brand’s First Event at the Historic Landmark
On September 29th, Lacoste made a significant mark in both the fashion and sports worlds by organizing an unprecedented event at the Juyongguan section of the Great Wall of China. This occasion marks the first time the brand has hosted a summit at this historic site, blending elements of sport, culture, and fashion in a remarkable setting.
The event was centered around Novak Djokovic, one of Lacoste’s key ambassadors and a major figure in the world of tennis. Djokovic, widely regarded as one of the sport’s greatest players, brought his presence to the UNESCO World Heritage site for the special summit and celebration, symbolizing the shared values of excellence, resilience, and performance that Lacoste has long promoted.
“For over 90 years, we have been driven by the values of innovation, creativity, and surpassing oneself, inherited from René Lacoste himself. We are extremely proud to once again break the mold with this extraordinary encounter: tennis legend Novak Djokovic and the iconic Great Wall. A powerful symbol of unity and grandeur, this site offers a unique backdrop to celebrate the fusion of heritage and innovation, perfectly illustrating the essence of our vision at Lacoste,” said Thierry Guibert, CEO of Lacoste.
This event is part of Lacoste’s larger “Play Big” campaign, launched earlier in April 2024 in Paris. The Great Wall, one of the most iconic landmarks in the world, was illuminated in Lacoste’s signature colors, creating a visually striking setting. A tennis court was constructed on-site, highlighting the brand’s dedication to combining fashion and sport in innovative ways.
Lacoste ambassador Wang Yibo, a highly influential artist in Asia, joined Djokovic at the event. Wang, known for his diverse talents and love for movement, shares with Djokovic a connection to both sport and creative expression. Together with other local artists, they created an immersive experience that blended sport, art, and entertainment, showcasing Lacoste’s vision of cultural and aesthetic fusion.
