Lacoste Street Dance Campaign

In 2022 Lacoste wanted to rebuild its brand image, from been seen as old fashioned to become cool and trendy among the young generation (Gen Z), as well as increase its sales from online to offline.

We build the impact of street dance tribe with Lacoste style. We create Lacoste brand book to trigger dancers' high interests to wear Lacoste in each episode to enhance the connection between street dance and Lacoste. Lacoste earned 56 times exposure in the Street Dance of China than the expected numbers, which is triple than the other costume sponsor Jordon in terms of exposure.

Meanwhile, in order to drive sales, dancers were encouraged to wear Lacoste's hero products in different occasions, including crew performance, contestant interview, practice wearing, MC livestreaming and derive show, to fully display clothes' functionality and comfort.