- The creative idea is to leverage the brand platform “Life is a beautiful sport” with an inspiring, poetic, elegant and powerful shooting report illustrating how you can turn your urban life into a playground.

- Urbanite is a content activation which gathers the three pillars of “life is a beautiful sport”: city + sport + style. The idea of urbanite is to put a sportsman practicing his sport in town with style, making the city his new playground and reinventing how we do sport

- Urbanite reports are composed of 17 visuals, a 20s video (adapted into a 6s format for teasing purpose), an interview about the sportsman, his passion, his state of mind, his connection with urban environment and with style.

- In their execution urbanites require a quite small team (1 or 2 sportsmen + 1 photographer + 1 Artistic Director + 1 stylist) requisitioned over 2 or 3 days of shooting. It is a very flexible production entitling a great spontaneity in shooting.

- All this content is then released on Lacoste Official website and social networks, including Facebook and Instagram. The idea is to release up to 3 urbanites per season, embarking the users in an urban journey from Paris to Rio, to fuel the Lacoste brand and feed its online channels.