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in september 2024, continuing this year's "play big makes a difference" brand image promotion concept, the french high-end sports fashion brand lacoste will bring the tennis court to the great wall of china for the first time and hold a brand ceremony with the theme of play big. that night, tennis legend novak djokovic, who is also the brand's global spokesperson, and asia's most influential young artist wang yibo jointly appeared at the ceremony. crocodiles from different fields met at juyongguan great wall, shared their stories about their origins with the brand, and brought a wonderful "shocking crocodile show" to the audience.

didier maus, chairman of mf group, catherine spindler, global deputy ceo of lacoste brand, and mr. gu minghai, ceo of lacoste greater china brand, invited many brand friends to gather at juyongguan great wall to appreciate the brand's unique sports fashion spirit and french aesthetics. at the same time, at the foot of the towering great wall, starting from an important landmark on the world cultural heritage list, we start a new journey of sino-french cultural integration.

thierry guibert, global ceo of the lacoste brand, said: "for more than 90 years, we have been driven by creativity and self-transcendence, which originated from the philosophy of the brand founder rené lacoste himself. we are very proud to once again break the rules and welcome this extraordinary encounter: tennis legend novak djokovic and the great wall of china. a powerful symbol of unity and grandeur, this venue provides a unique backdrop to celebrate the fusion of cultural heritage and innovation. lacoste’s vision.”

the continuous beacon trail along the great wall is paved with green and white lacoste and crocodile patterns, making it even more majestic. and when dusk is approaching, stars appear at the ceremony. actor wang ziqi, supermodel ju xiaowen, young actors dong sicheng and qu chuxiao, and singer wang feifei gathered here. wearing lacoste 2024 autumn and winter looks, they went to the event in an unexpected way and took photos at the event. before night fell, the brand's "shocking crocodile" installed at the event shocked the guests with its amphibious posture and huge lurking figure.

following the successful brand show held at the roland garros clay court in paris in march this year, lacoste once again used the brand's genetic sport "tennis" as the inspiration for the grand ceremony, bringing the "play big" concept from paris to beijing to showcase its skills, making inheritance and modernity is cleverly integrated into the event. the great wall, with its rich cultural and historical background, is a profound cultural treasure for china and the world. here, lacoste combines chinese peking style cultural elements with french sports fashion genes, through flags fluttering in the wind, giant screen holograms on the city wall, racket-shaped color seals, large-scale peking opera facial makeup installations, and huge brands with visual impact stretching along the great wall. logo embodied. these visual creativity all demonstrate lacoste's inexhaustible inspiration and courage to innovate by integrating eastern and western cultures, as well as play big's promising brand charm.

passing by the plaque of juyongguan, which is "the most powerful pass in the world", and boarding different platforms, you can more intuitively feel lacoste's various ingenious ideas of combining rhythm, relaxation and beauty. on the first platform, on-site guests can get customized tennis pendants, take photos with the large tennis crocodile device, and get a check-in photo of the same model as the spokesperson. stepping onto the second platform, lacoste puts french macarons and chinese sugar paintings in the same frame, allowing guests to enjoy the double enjoyment of traditional chinese and french desserts; here, there is also a giant crocodile and a specially designed peking opera mask installation use the great wall as the background to attract everyone's attention. guests can get a fan with peking opera facial makeup printed on it; when they continue to climb to the third platform, the guests are amazed by the visually dislocated interactive area on the beacon tower, “what i see are clearly disordered lines, but after changing the angle, you can see a complete tennis court, standing on a vast high platform, facing an extra-large tennis racket and referee chair, and feel the brand's interesting interpretation of "big". there is also a huge gashapon machine here. draw a lucky gift.”

when the lanterns first came on, the city gate slowly opened, and after the guests took their seats, they discovered that the real drama had just begun. set on a luminous tennis court, lacoste used a unique aerial dance show combined with holographic projection to bring guests a wonderful and shocking visual feast. subsequently, the appearance of the brand's global spokesperson novak djokovic attracted the attention of everyone present. the great wall, a world cultural heritage site, gathers here with novak djokovic, the legendary player in tennis history. djokovic is often called the goat (greatest of all time) for his determined mental quality and excellent tennis performance. as

the popular tennis legend, xiaode humorously introduced the story of his association with the lacoste brand, and said that he brought the fierce alligator spirit on the court into his life and achieved the perseverance of sportsmanship.

subsequently, the holographic city gate opened again. after a stunning street dance performance that integrated the "fighting" skills of traditional chinese peking opera, wang yibo, who was officially announced as the global spokesperson of the lacoste brand earlier this year, unveiled his mask and made a dynamic appearance, triggering screams from the scene. again and again. two predators who shine in different fields appear on the court at the same time, which makes people have a more intuitive impression of lacoste's sports fashion attributes. this is also an unprecedented legendary encounter.

it is the dream of all tennis lovers to have a challenge match with the goat in the tennis world on the great wall stadium. djokovic launched a relaxed serving challenge for the first time in china. different challengers on the scene won djokovic's serving opportunities. the last challenger was wang yibo, who was learning tennis. he was also very excited to challenge the world number one. wang yibo said: "for me, play big at this moment means playing at the foot of the great wall, and being able to play against the "golden slam" djokovic is really something that makes me very excited as a tennis lover. lacoste this time my wish has come true, and i look forward to continuing to work with the crocodiles and accepting more interesting challenges.”

near the end of the event, a matrix of iconic patterns from lacoste, 1933, rene lacoste, play big and other brands, composed of thousands of drones, was magnificently displayed over the great wall, once again capturing the attention of all audiences.

catherine spindler, global deputy ceo of the lacoste brand, said: "since its establishment in 1933, lacoste has experienced the baptism and integration of art and cultural trends of different eras. every creative inspiration and design inspiration is the precipitation and integration of its own style. exploration and extension. we love the city of paris and the french culture it represents. the lacoste brand has entered the chinese market since the early 1990s. we also love china, the profound historical heritage and the oriental aesthetics of the lacoste brand. like the giant crocodile, we forge ahead, insist on challenging ourselves, and take pride in inheriting the rich brand culture while maintaining the spirit of innovation. this time, the global spokesperson of the lacoste brand calls on everyone to break through confidently, express themselves, and show the spirit of the diverse crocodile.

the sports fashion foundation of our brand and the continuous exploration of the sports field, especially the tennis field, have also strengthened the confidence to "make a difference" together. "

lacoste will launch the play big series of activities in various forms around the world in 2024, starting from paris and finally landing on the juyongguan great wall in beijing. the brand attaches great importance to localization in china in the context of globalization and insists on understanding local culture, lifestyle and aesthetic taste. , helping the brand explore its pioneering position in sports fashion and move forward unstoppably. lacoste also calls on and appeals to global brand fans to be loyal to self-expression, have the courage to challenge themselves, and create their own "big things".

about LACOSTE

since the birth of lacoste's first polo shirt in 1933, lacoste has been delivering the values ​​of relaxed elegance with its pure tennis pedigree. as a global high-end sports fashion apparel brand, lacoste's full range of products covers men's, women's and children's clothing. the product line includes clothing, leather goods, perfumes, shoes, glasses, home clothes, watches and underwear series. the high-quality products fully demonstrate the brand's symbol the unique french attitude towards life provides diversified ways of self-expression. since its inception, the crocodile brand symbol has become more distinctive over the generations and has become a classic fashion gathering symbol.

lacoste clothing not only breaks the boundaries of national boundaries, generations, and circles, but is also endowed with emotional connections and is regarded as a symbol of fashion. it represents french high-end sports fashion style and french craftsmanship technology, and constantly optimizes itself in order to contribute to the earth and mankind. explore the path to sustainable development in the future. through its successive artistic directors, lacoste has reinvented contemporary fashion. now, under the leadership of the new creative design director pelagia kolotouros, the brand will enter a new chapter.

lacoste's french elegance is universal and will never fade. not only does it use strong appeal to rally alligators, but it also respects various cultures and differences. as a brand of mf brand, an international group with 10,000 employees, lacoste has offices in 98 countries around the world, 1,100 offline stores and 32 online stores.