Lacoste | Smiley

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Love Court, Love Smile

Blending classic sportswear heritage with the global symbol of positivity

Lacoste, a brand known for its classic sportswear heritage, partnered with Smiley, the global symbol of positivity, to create a one-of-a-kind collaboration. Lacoste, deeply rooted in tennis culture and lifestyle fashion, brings the fearless spirit of the court into its clothing designs. Meanwhile, Smiley, a brand built on optimism, is renowned for its ability to unite a community of people with a positive mindset.

This collaboration was designed to celebrate self-expression, positivity, and creativity, blending Smiley’s iconic graphics with Lacoste’s timeless silhouettes. By merging these two distinct brand identities, the collection successfully resonated with a diverse, global audience, transforming sporty fashion into a vibrant and dynamic lifestyle – Love Court, Love Smile.

Product Range

The Lacoste x Smiley collection featured a diverse lineup of apparel, accessories, and footwear, blending sporty elegance with bold, eye-catching designs.

  • Apparel – Classic polo shirts, hoodies, sweatshirts, and t-shirts were reimagined with Smiley motifs, vibrant colours, and playful embroidery, staying true to Lacoste’s heritage while injecting a fresh, youthful energy.
  • Footwear – Iconic Lacoste sneaker styles were revamped with Smiley graphics, bold colour blocking, and unique detailing, making them a standout statement piece.
  • Accessories – The collection was completed with caps, bags, and socks, allowing consumers to incorporate Smiley’s uplifting spirit into their everyday style.
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Marketing & Retail Activations

In-Store & Retail Displays

  • Exclusive pop-up stores and flagship retail takeovers showcased the collection in an immersive, engaging way.
  • Custom window displays and in-store installations brought the collaboration’s theme of positivity and self-expression to life.

Digital & Social Strategy

  • High-impact social media campaigns, featuring influencers and brand ambassadors, helped create buzz and drive organic engagement.
  • Engaging video content, digital storytelling, and interactive experiences highlighted the collection’s design inspiration and Smiley’s cultural significance.

E-Commerce & Online Activation

  • The collection launched on Lacoste’s website and key online retail partners, with dedicated landing pages and shopable content.
  • Email marketing, digital ads, and targeted promotions ensured strong visibility and drove online traffic.

Campaign information

Launch

The collection launched across Lacoste stores, online, and select retail partners throughout China, with key pieces selling out.

Millions of Impressions

Showcasing widespread visibility & consumer interest

Tens of thousands of pieces of UGC

Demonstrating strong community involvement

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Delivering success on a global market

The Lacoste & Smiley collaboration successfully merged heritage and contemporary streetwear culture, delivering a fresh, engaging, and commercially successful collection. By leveraging a strong marketing strategy, retail activation, and digital engagement, Lacoste capitalised on the growing demand for playful, expressive fashion, solidifying its position in the evolving global market.