Introducing a new generation of sneakerheads to Lacoste
Lacoste wanted to reach a younger, style-conscious audience with their new range of trainers, ‘the Explorateur’. The challenge was to stay true to the clean, tennis-tech brand provenance – while creating relevant, memorable messages for young urban sneakerheads.
Inspired by today’s 21st century urban explorers, we developed #StepIntoMyCity, a fully-integrated, mobile-first, pan-European campaign for JD Sports. The creative brought ‘the Explorateur’ to life in real, urban environments, encouraging sneakerheads everywhere to share their own adventures and unique style on social media.
Staying true to the established global master brand world, we worked with the elements that were fixed, but found places where we could flex to deliver this fresh new layer of the Lacoste brand world. The result was 6 months of content, 200+ bespoke campaign images and 100+ unique campaign messages.
“This campaign is all about repositioning the iconic Lacoste brand to appeal to a new audience. Purple has completed this huge task brilliantly, delicately moving the brand away from its more usual super-clean look, whilst creating a pool of images that stand out in the highly competitive footwear arena.”
