For the 75 years of the brand, Lacoste set up a PR campaign to share the brand’s values and strong presence in fashion, culture and society to project the brand in the future.The climax of this 360° campaign was an ambitious and never before seen PR event on the central court of Roland Garros (the cradle of the brand’s legend).This event was directed at the Lacoste "family" (clients, dealerships, athletes, journalists, celebrities…) and was to be an opportunity to share the brand’s saga, looking back at a rich past and looking ahead at a bright future.

The concept of this event has been a live dialogue between the past and the future, inspired by the movement of the ball on a tennis field.Two communicating giant stages on each side of the court made this dialogue possible, and in particular a symbolic climax: a virtual tennis match between René Lacoste and Andy Roddick, with each player featured on one video screen at both sides of the court.

An event set up in 30 days, from the first meeting with Lacoste until the event took place. It included:• A fashion exhibit with 75 models wearing 75 original dresses, from the 1st 1933 dress to the very latest trends.• A bridge built over the stands for guests to access the central court in the most elegant way.• The central court covered by an elegant white synthetic grass.

• An unusual lighting concept, using chandeliers suspended in the sky.

• Two stages with " plein jour" screens at each side of the court.• Grass hurdles across the loges to refer to the golf universe.• A dinner cocktail with over 1000 guests who were present until two in the morning.…and an event within the event : a backup solution implemented in the Roland Garros village, that ready to welcome guests in in case of rain, that was thankfully not activated.

An evening that has become a cult event in the sports and fashion worlds, as well as in the communication fields, creating a buzz that has not faded since.

Over 1000 guests showed up when only 800 were expected.All the guests, in spite of their diverse relationships with the brand, agreed with the fact that they were experiencing an event true to the brand’s values and identity.The video of the event is now regularly used by Lacoste to share the brand’s saga with new acquaintances from various areas (press, dealers, clients…), in France and internationally.