Lacoste: Repositioning the Brand Image

Lacoste: History and Brand Identity
Created in 1930 by Rene Lacoste, a tennis player, the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence, the brand won't extend his product line so much. For instance, the polo shirt will be distributed in a unique colour, the white.
In 1951, Lacoste decided to launch three new colours: sky-blue, navy and red. This revolution underlines the first steps of the brand out of tennis courts, and premises of its diversification's strategy. …