On September 29, Lacoste made waves in the worlds of fashion and sport with a landmark event at the Great Wall of China, honoring tennis legend Novak Djokovic. This extraordinary gathering took place at Juyongguan, merging the spirit of one of the greatest athletes with one of the world’s most iconic landmarks, celebrating themes of perseverance, heritage, and innovation.
As a long-time collaborator and brand ambassador, Djokovic stood at the heart of the celebration. Frequently regarded as the GOAT (Greatest of All Time) in tennis, he personifies Lacoste’s commitment to determination and excellence. The event was not only a tribute to Djokovic’s remarkable career and mental resilience but also a reflection of Lacoste’s dedication to pushing boundaries. “For over 90 years, we have been driven by the values of innovation, creativity, and surpassing oneself,” stated Thierry Guibert, CEO of Lacoste.
This historic occasion fused the realms of sports and culture within the backdrop of a UNESCO World Heritage site, showcasing Lacoste’s vision of uniting tradition with modernity. Illuminated in the brand’s signature colors, the Great Wall served as a breathtaking setting for a specially designed tennis court, reinforcing the boldness of Lacoste’s “Play Big” campaign, which launched in April 2024. This remarkable event was recognized as the largest fashion-sport gathering ever held at the Great Wall.
Joining Djokovic was Wang Yibo, one of Asia’s most influential young artists and a Lacoste ambassador. Known for his versatility and passion for movement, Yibo shares Lacoste’s love for sport and creativity. Together, they, along with local artists, crafted an immersive experience that seamlessly blended sport, culture, and entertainment. This legendary encounter highlighted Lacoste’s ability to bridge tradition and innovation, celebrating unity, elegance, and cross-cultural collaboration against the stunning backdrop of the Great Wall.