Life is a Beautiful Sport

Lacoste is a French premium casual wear brand founded by René Lacoste in 1933. In 2013, Lacoste decided to reconnect with its core values and heritage by shifting the perception of the brand to make it the most social and talked-about brand in the category.

The “Life Is a Beautiful Sport” brand platform brought back Lacoste’s sports origins while building an aspirational and modern lifestyle brand, combining style (elegance and comfort) and attitude (always at the top of the game and ready for new challenges). More than a new brand platform, BETC Paris created a global content ecosystem designed to generate more conversations and interactions. “The Big Leap” online video triggered conversation with a bold, emotional, and spectacular demonstration of what Lacoste stands for, and went viral on YouTube and Youku.

BETC Paris also pushed the innovative spirit of the brand on the edgiest social networks and created content both on Vine and Snapchat, partnering with the most influential celebrities on those platforms.

Lacoste became one of the most talked-about brands in the premium casual wear category in 2014: across social media platforms, the brand experienced big increases in terms of fans and followers (increase of 400% in followers on Instagram, engagement up 1000% on Vine, 40,000 new contacts in one month on Snapchat). “The Big Leap” video garnered more than 24 million views on YouTube and, most important, led to an increase of 11% in net sales compared to the same period in 2013.

The “Life Is a Beautiful Sport” campaign was a finalist in the 2015 CBI Awards.

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