Lacoste has announced a new premium partnership with the prestigious Rolex Paris Masters, reinforcing the brand’s deep-rooted ties to the sport of tennis. The collaboration aligns with Lacoste’s 90-year legacy, shaped by the vision of its founder René Lacoste, a tennis icon and pioneer. The tournament will take place at Accor Arena in Paris from October 26 to November 3, 2024, marking a significant addition to Lacoste’s portfolio of international tennis collaborations.
The partnership strengthens Lacoste’s ongoing involvement in major ATP Masters 1000 events, following its collaborations with the Miami Open in 2015 and the Madrid Open in 2023. Lacoste has also maintained a 50-year relationship with the Roland-Garros Grand Slam, further affirming its status as a leader in the world of tennis.
As part of the collaboration, Lacoste will introduce dedicated corners within the Accor Arena, allowing fans to immerse themselves in the brand’s heritage through select pieces from its collections. An exclusive capsule collection, featuring co-branded polos, t-shirts, and caps, will debut at the tournament, with plans for a more extensive collection to launch in 2025.
In addition to retail presence, Lacoste will outfit ball kids, line judges, and children participating in the “Dream Entrance” program, which offers young fans a chance to escort players onto the court. This level of involvement highlights Lacoste’s commitment to blending fashion and sportsmanship at one of the tennis calendar’s most high-profile events.
“This partnership perfectly aligns with the sporting legacy initiated by our founder, René Lacoste,” said Thierry Guibert, CEO of Lacoste. “Lacoste and tennis are inseparable, and we are delighted to strengthen the bond with such an iconic tournament as the Rolex Paris Masters.”
The partnership will extend until 2030, ensuring a long-term collaboration between Lacoste and the Rolex Paris Masters. Cédric Pioline, Director of the Rolex Paris Masters, echoed the synergy of the partnership: “A unique and rich relationship connects the French Tennis Federation with Lacoste . The legacy left by René Lacoste is immense, making this partnership a natural and meaningful fit.”
With this collaboration, Lacoste continues to fuse tradition, elegance, and innovation, cementing its position as a trailblazer at the intersection of fashion and tennis.
Love how Lacoste is the cool part of this ❤️