Notes from the mediascape: Lacoste brand celebrating Big 7-5

What might the game of tennis look like 75 years from now? That's the question the venerable crocodile brand is tossing out to consumers.

Evidently, when a brand hits the three-quarters of a century mark, its guiding team gets to thinking about the next 75. At least that’s what’s happening at crocodile-logo’d Lacoste’s European HQ.

Which brings us to the ‘Let’s Travel to 2083 with Lacoste.’ It’s an invitation Lacoste has issued to consumers, encouraging them to guess what the game of tennis will be like when the brand turns 150. To kick things off, the company has just released a 3D animation film depicting its own vision of the game 75 years hence.

Now the imagination ball is in the public court. To give a spot of assistance on the time-travelling voyage, an anniversary website provides two documentary sections recalling the brand’s history. With what Lacoste calls ‘this new type of participative communication,’ the brand is aiming ‘to perpetuate the inventiveness which has always made the worldwide success of its products, ever since René Lacoste invented the famous petit piqué polo shirt, the first external marking on a piece of clothing with a logo brand, the first tennis ball launcher, and the first metal racquet which would later win 46 Grand Slam tournaments.’

To promote the website in Europe, a campaign being deployed in France, Italy, Spain and Germany includes: video banners on YouTube, Dailymotion, Eurosport and the Tennis Channel; and two event-driven days where Lacoste will transform the European Yahoo! Homepages into a tennis court for its imaginary 2083 player.

To view Lacoste’s vision of tennis circa 2083, visit