With the “Life is a Beautiful Sport” campaign, Lacoste aims to bring about a new era by reinstating its founding values into the core of its message. Whether on playing fields or in everyday life, Lacoste’s story is rooted in a quest for authenticity, performance and elegance. Each item of clothing in the new collection is designed in order to allow men and women to feel emancipated in their minds and bodies, with clothes that enable confidence and ease by being adapted to an ever-changing life.

Created by Jacob Sutton; Lacoste’s new press visuals and advertisement poetically portray men and women elegantly proceeding “above” the city and life’s tribulations. These urban and minimalist visuals represent the “Lacoste spirit” stripped down to a simple metaphor, remaining sporty and relaxed when confronted with challenges.

Working with the Lacoste Singapore team, The Good Folks conceptualised, managed and executed ‘The Beautiful Party’ which kicked off with the screening of ‘The Big Leap’, Lacoste’s breathtaking new campaign advertisement, followed by an impeccably stylish fashion showcase featuring the elegant and fashion-forward Spring/Summer 2014 collection. Throughout the event, various activities also encouraged guests to embrace Lacoste’s new spirit in ‘taking a leap of faith’ in everything they do in life.

Inspired by the rich brand heritage of Lacoste, specially concocted cocktails named ‘Passion’, ‘Courage’, ‘Faith’ and ‘Aspiration’ were served at the party. Guests were also invited to try their hands at spinning live music with the DJ as a nod to the spirit of optimism and courage promoted by the campaign. To celebrate the launch, guests were encouraged to leave messages on the brand wall to share how they #livebeautifully.

The Good Folks created social media buzz for ‘The Beautiful Party’ and the “Life is a Beautiful Sport” campaign at large by engaging five influencers as official social media ambassadors, namely, Nellie Lim (@nellielim), Melissa Megan Tee (@meltttt), Kevin Lester (@thelioncityboy), Jonathan Raedeke (@explorerjonpro) and Tommy Wee (@tommywee).

By sharing how they #livebeautifully, five lucky followers of the influencers also won exclusive VIP invites to ‘The Beautiful Party’ and were styled in Lacoste for the event by our stylish social media ambassadors.