It's difficult in our what- have- you- done- for- me- lately world for a brand to stay close to its roots yet remain vibrant. So how has Lacoste? By never losing sight of its soul and inspiration: founder René Lacoste.

"My grandfather was a tennis champion, a family man, a perfectionist, and an inventor," says Philippe Lacoste, grandson of René and current Director of External Relations for the company. And that's not just family pride talking. Between 1925 and 1929, René Lacoste won three French opens, two Wimbledons, and two U.S. Opens. Then he set his restless brain to work on equipment, introducing innovations like the antivibration string damper and the first steel racket with a double stem. In his spare time he also created the concept of "branding."

The first product Lacoste branded was a polo shirt that he designed to replace the stiff collared shirts tennis players wore at the time. The sensibility of the shirt, combined with Lacoste's success, made people curious. But it wasn't until Lacoste sewed a logo patch to the breast that it really took off. This logo came from Lacoste's nickname, "The Alligator."

"In 1927, the captain of the French Davis Cup team promised my grandfather an alligator suitcase if he won," Philippe says. "An American journalist heard about this offer and nicknamed him ‘The Alligator.' The nickname stuck and back home his friend drew the first ‘le crocodile,' which my grandfather had embroidered on his jacket."

Eventually, people came to recognize the toothy grin as a symbol of comfort, quality, and a certain cheekiness. By forging ahead but keeping in touch with the spirit of the man who spawned it, Lacoste has remained relevant regardless of predominating trends.
Being timeless and timely? It's not easy. It just looks that way.

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