Lacoste taps Formula 1 star Pierre Gasly as ambassador

Lacoste has tapped Formula 1 driver and winner of the 2020 Italian Grand Prix in Monza, Pierre Gasly, as its new ambassador, with a number of upcoming projects planned over the next few months.

For Lacoste, Gasly reflects a generation of athletes for whom sport naturally engages with culture and style, especially as he is passionate about both tennis and golf.

He will notably be the face of the Lacoste polo, a core style for the brand that was invented by René Lacoste to offer tennis players greater freedom of movement and renewed elegance on the court.

Gasly made his Formula 1 debut in 2017 and is today one of the leading figures of French motorsport. In 2019, he became the youngest French driver to reach a Formula 1 podium at the Brazilian Grand Prix and the following year he won the Italian Grand Prix in Monza, securing the first French victory in the discipline since 1996.

Eric Vallat, CEO of Lacoste, said: "Pierre Gasly perfectly embodies the spirit of performance and tenacity that has driven Lacoste since its creation.

"His international career, his high standards and his affinity with disciplines such as tennis and golf strongly resonate with our universe. We are delighted to welcome him among the Maison’s ambassadors and to open a new chapter with him."

Gasly added: "Lacoste is an iconic French Maison that has transformed its sporting heritage into a very contemporary vision of style.

"The polo may be its strongest expression: a piece born on the tennis court that has become a symbol of effortless elegance. I am very happy to be one of its faces today and look forward to bringing this relationship to life through further initiatives in the months ahead."

Lacoste unveiled a tennis-inspired pop-up café van at Selfridges’ Duke Street Canopy, named ‘Le Lacoste Serve’, in September last year, accompanied with an accessories hall pop-up featuring the brand’s new ‘Lenglen’ bag range.