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Great athletes have become more than role models, they are true icons who inspire the younger generation. Some have even seen their name become a logo, a brand. But they all have one thing in common: they are all able-bodied athletes. No disabled athlete has ever had this privilege before. Recognizing this, Lacoste and its agency BETC decided to turn the tide.
Lacoste has teamed up with quadri-amputee swimmer Théo Curin, to create the very first collection bearing the name of a disabled athlete, intended for both able-bodied and disabled people.
Théo Curin, Louise Trotter - Creative Director of Lacoste - and her teams worked together to design a universal wardrobe. From the logo to each individual piece, every element is inspired by the life of this extraordinary athlete - in particular his recent swim across Lake Titicaca, his latest endeavour, which marks the starting point of this new line.
“The fact that a brand like Lacoste asked me to set up a collaboration like this shows that things are still evolving in the right direction. What I liked is that I was involved in every step of the design: choice of products, colours, adaptations, etc. and also that it is a universal collection. I’m very proud of that.” says Théo Curin.
Beyond the style elements, special features were integrated into the design, such as the buttons being replaced by snaps, or the ties that allow the sleeves to be rolled up easily. This attention to detail, inspired by Curin’s daily life and developed in collaboration with Louise Trotter, makes it easier for people with disabilities to use these pieces, while retaining Lacoste’s signature style and elegance.
“It was a joy and an honour to work with Théo on this unique project – he is an inspiration to us all and his enthusiasm and determination pushed us to new levels of creativity!" says Louise Trotter, Creative Director of Lacoste.
To capture this creative process, BETC followed Théo Curin for a whole year, from his preparation for the Titicaca challenge to the design of his collection. This 1m33 film, full of emotion and pride, chronicles this human adventure.
“It seems crazy that no disabled athlete has their own line of clothing bearing their name. When Alexandre Girod and Julien Vergne, the creatives, came to us with this concept, we immediately thought that this was exactly the idea needed to cement Lacoste’s partnership with Théo, and a way to celebrate his achievement by developing with him this unprecedented collection.” commented Aurélie Scalabre and Olivier Aumard, Creative Directors at BETC.
The Théo Curin collection will be available from April 1st on Lacoste.com as well as in Lacoste stores across the globe.
Brand Managers: Catherine Spindler, Nicolas Rakocevic, Louise Trotter, Stephanie Derrey
Ad Agency: BETC
Agency Managers: Fanny Buisseret, Romain Cialdella, Theophile Geslain
Executive Creative Director: Remi Babinet
Creative Directors: Aurélie Scalabre, Olivier Aumard
Art Director: Julien Vergne
Copywriter: Alexandre Girod
Assistant Art Director: Mathis Payet
Traffic Manager: Nathalie Sanseigne
Production Company: GENERAL POP
Sound Production: Axel Guenoun