Lacoste x Theo Curin - Lacoste drops new Theo Curin collection

This season, part of the profits from the Lacoste x Theo Curin collaboration will support the projects of Raphaelle Tousignant, Tom Lecomte and Davison Fortunato, incredible athletes with unconventional backgrounds.

In 2022, Lacoste released, with its creative agency BETC Paris, the first collection in the world designed in the name of a para-athlete: The Theo Curin Collection. Following its initial success, the Crocodile and the French swimmer are back this season with a new capsule collection designed for all. And this year, the collaboration goes an extra step: part of the profits of the sales will be given to three athletes: in Europe, in North America and in Brazil.

A CO-CREATION, FROM A TO Z

Present at all steps during the design process (selection of products, colors, adaptations ....), Theo Curin is proud to introduce this collection in collaboration with Lacoste, which furthers the values that Lacoste has shared for 80 years: team spirit, solidarity, surpassing yourself.

Behind the eight pieces of the new collection lies one envy: dressing everybody. That's why magnetic buttons replace traditional buttons on polos, and thanks to a strap the coat is easy to unzip and the sleeves of the sweat can also easily be folded. T-shirts and accessories complete this unisex capsule collection.

THREE PERSONALITIES, THREE PROJECTS

By co-designing this new collection Theo Curin wanted to add an additional dimension to the project. In fact, it will allow to bring some light to three strong incredible personalities with extraordinary journeys and their respective objectives. By buying one piece of the collection, Lacoste clients will support the athletes picked by the swimmer.

Theo Curin comments: "With this collection, I want to promote a value that is close to my heart: equality of chances. Being able to support three athletes with incredible profiles and show them that we are all behind them thanks to this new collection has a true meaning for me and a real pride."

LACOSTE AND ATHLETES, A LONG LASTING STORY

Theo Curin, a swimmer with a quadruple amputation at 7 years old, has challenged himself these recent years to accomplish amazing feats: cross the Titicaca Lake in 2021, cross the Santa Fe Coronda Lake in 2022. His unique story and his love of big challenges led ad agency BETC Paris to turn each consumer into a sponsor. This new collection will help to directly support the three athletes in the world. When buying a product of the collection, parts of the profits will go back to the athlete from the region.

Lacoste and BETC Paris went to find athletes with unique profiles and found three personalities facing a huge challenge, whether it was by their social status, a personal drama or a serious accident.

This collection is the story of meeting people with a chip on their shoulder. Whatever the reason, each athlete is inhabited with the same drive that Theo Curin possesses. This is the spirit behind the new collection

A STRONG DRIVE THAT ACTS AS A BRIDGE BETWEEN THESE ATHLETES AND LACOSTE

To amplify the launch of this new collection, Lacoste created a main film and produced interviews with each athlete. These interviews unfold the unique journey of these athletes and help give meaning to the act of purchasing an item of the Lacoste x Theor Curin collection, that will be available in selected stores and on lacoste.com starting October 26th.

CREDITS
Brand: Lacoste
Brand Managers: Nathalie Beguinot, Nicolas Rakocevic, Stephanie Derrey Hales
Ad Agency: BETC Paris
Agency Managers: Bertille Toledano, Marine Hakim, Maud Lambert, Theophile Geslain
Executive Creative Director: Florence Bellisson
Art Director: Joachim Touitou
Copywriter: Carmen Bramly
Creative Resource Coordinator: Letizia Felici
TV Producer: David Green
Production Company: General POP
Producer: Steeve Briel
Production Director: Candice Guetta
Sound Company: GUM
Time Keeper: Leo Faivre
Casting Director: Brice Compagnon
Directors: Christophe Saulnier, Theo Thuillier