Lacoste signs Venus Williams as new global ambassador

Lacoste has signed tennis star Venus Williams as its new global ambassador. Williams will serve as the face of Lacoste's new vision to cater to women's contemporary lives.

In Williams's first campaign for Lacoste she can be seen wearing the brand's new unisex collection of coats, bras, dresses, shirts and accessories.

The tennis star signed the biggest deal of its time in 2000 with Reebok for $40 million, and has since partnered with Ralph Lauren. She also launched her own fashion-forward activewear brand EleVen in 2006.

Lacoste Artistic Director, Louise Trotter, commented: “Lacoste celebrates its new silhouette, at the crossroads of fashion and sport. It blends technical materials, key details, and bright colours. This look draws its inspiration from the roots of our history: on-point pieces inspired by the movement of the body, just as René Lacoste intended."

Williams added: "I am a long-time fan of Lacoste and have always been inspired by the brand’s innovative style, beyond its tennis roots. Louise Trotter is such a visionary and the work she has done as creative director of the House is forward-thinking, inspired and constantly evolving. I am thrilled to be working alongside her as the face of Lacoste’s new silhouette.”

Lacoste also sponsors the male tennis star Novak Djokovic. While Lacoste previously announced that it would review the events that accompanied the star at the Australian Open, in an interview with the BBC two weeks ago Djokovic affirmed that he was still endorsed by the brand, fittingly wearing a blue hoodie emblazoned with the brand's crocodile logo.