Lacoste’s campaign, “The Théo Curin Collection,” presents a significant evolution in the brand’s value proposition by foregrounding inclusivity and redefining athletic iconography. By partnering with Théo Curin, a quadri-amputee swimmer, Lacoste challenges the traditional paradigm where only able-bodied athletes become cultural icons and brand ambassadors. This initiative marks the brand’s commitment to broadening representation within both fashion and sports, promoting a collection designed for people of all abilities. The campaign’s promise extends beyond apparel, symbolizing empowerment and the dismantling of barriers in sportswear culture.
From a market strategy perspective, Lacoste leverages a powerful insight: while athletes frequently serve as role models, disabled athletes have been historically excluded from this elevated status. By aligning with Curin, Lacoste taps into an underserved narrative that resonates with diverse, socially conscious consumers who value inclusivity and authenticity. The campaign targets a progressive audience seeking brands that reflect evolving social values, particularly in the intersection of fashion and adaptive sports. Creatively, the collaboration emphasizes genuine lived experience, as the collection is conceived by Curin himself, bridging design and functionality tailored to both disabled and able-bodied individuals. This approach not only differentiates Lacoste in the competitive fashion landscape but also fosters emotional engagement through a compelling story of resilience and innovation. The campaign’s film medium and digital presence amplify visibility, driving conversations around access, diversity, and the redefinition of athletic and fashion icons.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers around Théo Curin, a celebrated quadri-amputee athlete, to introduce a new Lacoste collection. The communication’s focal point is not an unfolding story, explicit problem/solution, symbolism, or parody, but the powerful presence and participation of Curin as an iconic figure. The campaign leverages Curin’s unique persona and celebrity status—akin to how top athletes become brand logos—to create cultural impact and recall. This aligns precisely with the Ongoing Characters or Celebrities format.
1. Ralph Lauren – Market Positioning
Ralph Lauren epitomizes timeless, classic American style combining luxury with accessible elegance. The brand leverages a strong heritage in polo and sportswear to offer premium apparel that blends tradition with modern sophistication, appealing to affluent, style-conscious consumers who value quality and aspirational lifestyle imagery.
2. Tommy Hilfiger – Market Positioning
Tommy Hilfiger capitalizes on all-American, preppy-casual fashion with a youthful and inclusive spirit. Known for bold, accessible designs and strategic celebrity partnerships, it targets a broad demographic by merging classic styles with streetwear influences and digital innovation, positioning itself as a vibrant, global lifestyle brand.
3. Lacoste – Market Positioning
Lacoste sits at the crossroads of casual elegance and sports heritage, famously integrating tennis culture into approachable yet refined apparel. The brand is known for its iconic crocodile logo and a commitment to innovation, sustainability, and inclusivity, targeting consumers who appreciate sporty sophistication with a contemporary twist.
4. Hugo Boss – Market Positioning
Hugo Boss is positioned as a premium fashion brand specializing in sleek, modern menswear and womenswear with a strong emphasis on sharp tailoring and business-casual aesthetics. The brand appeals to professionals and style-savvy consumers seeking refined, versatile apparel for both formal and casual occasions.
5. Fred Perry – Market Positioning
Fred Perry combines British heritage with subcultural influences, specializing in iconic polo shirts and casual sportswear. The brand uniquely blends classic styling with streetwear appeal and a rebellious spirit, resonating with consumers who appreciate authenticity, music culture connections, and timeless yet edgy fashion.
Q: What is The Théo Curin Collection about?
A: The Théo Curin Collection is a 2022 campaign by Lacoste, created in partnership with the agency BETC, that introduces the first-ever fashion line conceived by a disabled athlete. Centering on Théo Curin, a celebrated quadri-amputee swimmer, the campaign was launched in France and targets the fashion and sports markets. The central creative idea is to challenge the traditional paradigm of athletic icons by elevating Curin to the status of brand ambassador, presenting a collection designed for both able-bodied and disabled individuals. The campaign uses film and digital media to highlight inclusivity, empowerment, and the redefinition of athletic and fashion role models.
Q: What creative device does The Théo Curin Collection use?
A: The Théo Curin Collection employs the Ongoing Characters or Celebrities format, as classified by Clapboard's 12-format taxonomy. This approach centers the campaign around Théo Curin’s unique persona and celebrity status, leveraging his presence as a recurring figure to drive brand recall and cultural impact. Rather than relying on narrative storytelling or symbolism, the campaign’s creative power lies in Curin’s authentic participation as both athlete and designer, positioning him as an iconic representative for Lacoste. This format is designed to foster strong audience association between the brand and its chosen ambassador.
Q: What is the campaign proposition for The Théo Curin Collection?
A: The campaign proposition for The Théo Curin Collection is Lacoste’s commitment to redefining athletic iconography and promoting inclusivity within fashion and sports. By partnering with Théo Curin, Lacoste addresses the historic exclusion of disabled athletes from iconic brand status, targeting a progressive, socially conscious audience that values representation and authenticity. The collection is designed for people of all abilities, bridging adaptive sportswear and mainstream fashion. This strategic positioning signals Lacoste’s intent to lead conversations around diversity, empowerment, and the dismantling of barriers in sportswear culture.
Q: How does The Théo Curin Collection rank in Clapboard's archive?
A: The Théo Curin Collection holds a Clapboard Campaign Score of 79/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance, recognizing its innovative approach to inclusivity and its impact within both the fashion and sports sectors.
Q: Who are the competitors in Lacoste's category?
A: In Lacoste’s category, key competitors include Ralph Lauren, which is positioned as a symbol of classic American luxury and aspirational lifestyle; Tommy Hilfiger, known for its youthful, preppy-casual fashion and inclusive spirit; Hugo Boss, which emphasizes sleek, modern tailoring for professionals seeking refined versatility; and Fred Perry, which blends British heritage with subcultural and streetwear influences, appealing to those who value authenticity and timeless style. Each brand occupies a distinct space within the global fashion and sportswear landscape, shaping consumer expectations and market dynamics.
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