The International Olympic Committee partnered with Lacoste for a long-term licensing deal.
As per the collaboration, the pair will launch the first exclusive Olympic Heritage lifestyle apparel collection. The exclusive line will be developed by Lacoste and in line with the IOC global licensing strategy.
The new men’s clothing and accessories collection will feature limited-edition pieces reflecting the graphic legacy of Olympic Games.
Timo Lumme, managing director of IOC Television and marketing services, said, “We are delighted to announce the launch of this new collection, which marks the beginning of an exciting licensing agreement with Lacoste to further connect people with Olympic history and legacy.”
Check out the collection here:
For the first edition, Lacoste has chosen to celebrate the 50 anniversaries of the Olympic Winter Games Grenoble 1968 and the Olympic Games Mexico City 1968.
The IOC and Lacoste partnership will continue until 2020, with a collection developed each season.
“The collection celebrates the iconic designs of Olympic Games Grenoble 1968 and Mexico City 1968 on their 50 anniversary. These games not only represented a turning point for the art and design of the Olympic Games, they also left a strong sporting and cultural heritage that is still acknowledged today,” Timo Lumme stated further.
The collection will initially be sold, starting this summer, in ten countries — Canada, China, France, Germany, Italy, Japan, Mexico, South Korea, Spain and the UK.
Commenting on the association, Lacoste CEO, Thierry Guibert, added: “We are happy to start this licensing agreement with the International Olympic Committee. Founded by tennis player and entrepreneur, René Lacoste, Olympic medalist in 1924, the Lacoste brand carries the values of fair play, elegance and tenacity that are dear to the Olympic Movement.”
Building on Olympic Agenda 2020 and launched in 2014, the IOC global licensing strategy aims to create a tangible connection to the Olympic Games and Olympism through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill.
