A love for the game, a passion for innovation and a certain French elegance. Since 1933, the story of Lacoste has mirrored that of its founder, René Lacoste, the French tennis legend who revolutionized our everyday wardrobe. Born in 1904, René Lacoste wins his first tournament at the age of 17. The press quickly starts praising his strength and performance on the tennis court. Having heard of a bet concerning an alligator skin suitcase, a journalist nicknamed him the “Alligator”. From 1925, victories follow one after another.

René Lacoste wins 10 Grand Slam titles at the French Open, Wimbledon and Forest Hills. 1933 marks a revolution: René Lacoste cuts off the sleeves of a long-sleeved shirt, which he feels is hardly appropriate for the game of tennis. The iconic polo shirt was born. A symbol of French effortless elegance. Today, 85 years later, the Lacoste polo shirt with the Alligator emblem has become a timeless wardrobe essential that allows everyone to create its own style. With pieces to wear on the court as in the streets. A wardrobe inspired by sport, a resolutely modern appeal.

This year, Lacoste is getting into the sneakers game with a model that shifts the boundaries between sports fashion and urban fashion: the Missouri Mid. Lacoste is going in for retro nostalgia by bringing out a revamped version of one of its iconic models from the 1980s. The aesthetics of the Missouri Mid echoes the vintage design of its M85 sneaker, conceived for performance on the court. This new contemporary version mixes the sporting qualities of the original with the fashion codes of streetwear culture. The Missouri Mid, presented in the 2018-19 Fall/Winter fashion show, will be available in two colours – green or red – from mid of October 2018.


Photography & Art Direction 
Stefan Dotter @ Whitelies Agency
Styling Tim Zimmermann  Casting Dominik Wimmer
Arnis Cielava @ Nest Model Management
Hair & Make-Up Eva Dieckhoff @ Bigoudi using Less is More & Nui Cosmetics

Special thanks to
Markus Zoecke and LTTC “Rot-Weiß” e.V.