RENÉ LACOSTE Won 10 Grand slam Titles at the French open, Wimbledon and Forest hills. He was greatly inspired by a tennis champion SUZANNE LENGLEN and gained great achievements with the strength and energy in his career. This inspiration amplified further into a brand by designing a crocodile sign which is currently the LOGO of LACOSTE brand which was beforehand embroidered on the blazer of RENÉ LACOSTE.
However, the concept of functional elegance came to life when the RENÉ LACOSTE embraced short sleeved shirt which gave him the freedom in movements. This freedom led RENÉ LACOSTE meeting to ANDRÉ GILLER and developed a revolutionary piece, the LACOSTE POLO SHIRT.
In 1933, René Lacoste founded La Chemise Lacoste with André Gillier, who was the owner of the largest knitwear manufacture. LACOSTE started the first campaign to promote their designed POLO shirt which featured the crocodile logo on it and its success was driven by the product’s flexibility and it being the light weighted shirt made of a breathable fabric.
In the 1940s, the brand started getting recognition and its very success was driven by the influence of RENÉ LACOSTE, who became the president of the Federation Françoise de Tennis and helped the brand grow faster. The expansion was on its way when LACOSTE entered the market in 1951 with the variety of colours to match the elegance of its brand with the essence of shoppers. The fast growing LACOSTE consolidated its brand elegance with the sports in 1958 and offered light weighted yet adaptable and comfortable tennis shoes which ought to shoot up the performance of the tennis players. This feature immediately got the attention of the players and the brand began to elevate even faster. While in the 1958, LACOSTE didn’t cover players only, but the kids as well which led to the further innovations in 1960s.
The first innovation was unbeatable as RENÉ LACOSTE registered a patent of his designed POLO collar. This collar was thick and unique which was designed to protect the neck from itching and sun during the play and afterward in 1963, LACOSTE first steel racket went live that changed the way the tennis was played. This was the ever big invention in the industry and revolutionized the tennis world completely. Whereas in 1966, Blouson sports jacket was designed by the LACOSTE which replaced the conventional blazer on the courts because of its being comfortable and iconic jacket.
Around the same time, LACOSTE designed and advertised its first aroma "EAU de Sports" and later toward the end of that decade the brand dispatched couple of more items such as Cardigan, leather goods, polo dresses and the sailor sweater.
Nevertheless, the brand resumed its success and expansion and gained the popularity worldwide. In the 1981, LACOSTE opened up its 1st boutique in Paris and kept on bringing new products into its product line. In the 1980s, several products became the part of its line including sun glasses, towel & bathrobe collections, fragrances collections and sports bags and so on. These all opened up the opportunities for LACOSTE to become the successful business and in the mid of 2000s the LACOSTE created a foundation to fund the projects for children to transmit the key values, team spirit and motivation through sports.
Lastly, the journey was fruitful and LACOSTE reached 10 million fans on social media alone which is a proof of its huge success.
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