LACOSTE Snaps Up the Official Sponsorship of the Dubai Duty Free Tennis Championships 2016
Rene Lacoste, LACOSTE’s founder, revolutionised the way tennis professionals – and those aspiring to emulate them – donned sportswear, as he led the charge in 1933 to cast aside long-sleeved, starched, woven shirts, ushering in the era of the iconic L.12.12 polo shirt. Despite its evolution into a luxurious, contemporary casual wear powerhouse, LACOSTE has tennis sewn into its DNA and is synonymous with the sport. Therefore it is no surprise that LACOSTE have renewed their commitment, yet again taking on the mantle as the official apparel, footwear and fragrance sponsor of the Dubai Duty Free Tennis Championships, which will draw enthusiasts from 16th February to Saturday 27th 2016.
Life is a beautiful playing field. Reinforcing on LACOSTE’s motto, ‘Life is a Beautiful Sport’, brings about a new era for the label by reinstating its founding values into the core of its message. Whether on playing fields or in everyday life, LACOSTE’s story is rooted in a quest for authenticity, performance and elegance. Each item of clothing is designed in order to allow the wearer to feel emancipated in body and in mind, with clothes that enhance confidence and ease by adapting to ever-changing life. It’s this vision of optimism and courage that is promoted by the new campaign, ‘Life is a Beautiful Sport’.
LACOSTE maintains a strong sponsorship policy; the brand reinforces its legacy in the world of tennis through internationally renowned events such as the Australian Open, Roland Garros, recently with the Miami open and of course, the Dubai Duty Free Tennis Championships.
Today, LACOSTE counts more than 30 tennis champions 10 are in the Top 50 and 10 in the Top 100 (between 50 and 100) from almost 10 different nationalities who share with the brand and its founder René Lacoste the essential values of tenacity, performance, and elegance. LACOSTE has also boasts an impressive network of ambassadors, including Gustavo Kuerten, Mats Wilander and Guy Forget champions embodying perfectly the Crocodile brand’s values of authenticity, elegance, empathy, joie de vivre.
Aficionados of the LACOSTE lifestyle applaud its commitment to social responsibility; in association with the Dubai Tennis Championships, the brand sponsors a LACOSTE Tennis Clinic Day for children who attend special needs schools across the city. These children are given an exciting opportunity to train with Coach Clark Francis and his team, often getting a chance to practise with a pro! LACOSTE-filled goodie bags are always a much-anticipated highlight of the day with schools gushing about the boost in morale gleaned from this annual, fun day out.
LACOSTE is so much more than just an iconic shirt; it is a lifestyle for men, women and children. Fans keen to immerse themselves fully in the LACOSTE tennis lifestyle during the championship should make sure they keep an eagle eye out for the brands promotions, both on-site and in-store, competitions, CSR initiatives and announcements linked to this prestigious sponsorship partnership through print and social media to keep one step ahead of the rest of the sporting pack.
Symbol of relaxed elegance since 1933, the LACOSTE brand, backed by its authentic roots in sports, offers a unique and original universe through the medium of a large range of products for men, women and children. In 2012, the LACOSTE brand garnered 1.8 billion Euros turnover through retail sales. In the 114 countries where the brand is present, every two seconds two LACOSTE products are sold in LACOSTE shops, department stores and throughout selected points of sales.
For more information please visit: www.lacoste.com and www.facebook.com/lacoste.Middle.East