Lacoste makes gravity dissapear for launch of L003 2K24 sneaker

For its campaign launch for the new L003 2K24 sneaker, Lacoste - helped by its longtime ad agency BETC Paris - plays with the codes of running and the loss of gravity to promote its expertise and its partnership with US rapper J.I.D


Inspired by Lacoste's history of sportswear know-how, the brand new L003 2K24 sneaker celebrates the dignity and beauty that sport encompasses. Inspired by the dynamisms of Lacoste's popular Active collection, the L003 2K24 uses the codes of running in a lifestyle sneaker that is made for all types of grounds, blending heritage from the sport of tennis with the urban culture. As a symbol of this, the line "From the courts to the streets since 1933" is proudly written on the new shoe.

Technically, the L003 2K24 is the most precise and complex iteration of the collection to this day. The quality of material is the highest, the shoe is light and technologically advanced. Ideal to move freely.

Lacoste asked its longtime ad agency BETC Paris to create and deploy a campaign bringing life to the brand's original motto: freedom of movement. A modern ambition that is true to the brand with the Crocodile, leader of the French Fashion Sport.

A campaign to Play Grounded

To promote this new sneaker, BETC Paris was inspired by one of the main characteristics of the shoe: little spikes under the sole that mimics the mouth of the crocodile. The design with the little spikes brings a perfect grip on all surfaces. With the L003 2K24 grounded, Lacoste goes even further in its promise of freedom of movement by challenging our perception of the ground. Whatever the surface, a floor or a ceiling, what really matters is to stay grounded. A visual expression embodied by the campaign ambassador, US rapper J.I.D.

Losing one's bearing

In this idea of "Play Grounded" where the playground dissociates itself from gravity, the agency created a campaign playing on architecture, angles, formats, movements. In the ad, J.I.D. and model Sabrina Lang appear with one foot into the ground and one foot in movement, illustrating the ability of the L003 2K24 to cross contexts and. landscapes. 

Florence Bellisson, President and Executive Creative Director of BETC Etoile Rouge, comments: "We create a campaign that brings together Lacoste and the sneaker, the technicity of the L003 and the elevated spirit of the brand. Our visual concept aims to make the viewer lose all notion of creativity, and use unexpected framing all while in constant movement.”

Bespoke talent

To bring to life the concept of Play Grounded, BETC Paris relied on incredible talent with the ability of great mastery with a recognized artistic vision: Axel Morin as photographer and Original Kids as the director.

The launch campaign will be broadcasted all around the world (out of home and digital).

The L003 2K24 is available in 8 colors on and in Lacoste stores.

Campaign: Play Grounded
Brand: Lacoste
Brand Managers: Catherine Spindler, Amandine Delcour, Robin Kleniec, Mehdi Khelifi
Ad Agency: BETC Paris
Agency Managers: Bertille Toledano, Marine Hakim, Maud Lambert, Theophile Geslain
Chief Creative Officer: Remi Babinet
Executive Creative Director: Florence Bellisson
Associate Creative Director: Francois Pannelier, Adrien Tourneux
Art Director: Hugo Dupuis
Copywriter: Symonne Torpy
Music Creative Director: Adam Ghoubali
Strategic Planner: Yan Chervet
Creative Resources Coordinator: Celine Laporte
Head of Art Buying: Isabelle Mocq
Executive Creative Producer: David Green
Production Companies: FRENZY, BROADCAST
Director: Original Kids
Photographer: Axel Morin

Adland® is supported by your donations alone. You can help us out by buying us a Ko-Fi coffee.
Anonymous Adgrunt's picture
Files must be less than 5 MB.
Allowed file types: jpg jpeg gif png wav avi mpeg mpg mov rm flv wmv 3gp mp4 m4v.