If Lacoste is inevitably associated with its polos and/or tracksuits, the crocodile brand would evidently like to broaden its scope. Particularly in the sneakers section, where its presence is perfectly legitimate. Facing giants such as New Balance, Adidas, Puma, and of course Nike, Lacoste is unveiling its new L003 2K24.
To promote this new pair of sneakers, the tricolor brand has pulled out all the stops, between augmented reality fitting on Snapchat and a video clip featuring American rapper J.I.D and model Sabrina Lang.
Sneakers that don’t want to go unnoticed
“Elevating the codes of running with a bold design and premium materials.” Such is the promise made by Lacoste when presenting its new L003 2K24 sneakers.
The crocodile brand wanted to draw inspiration from its own sporty heritage while having a distinctly more avant-garde vision. And while they indeed draw their roots from the tennis of the 80s, these sneakers redefine the codes with a distinctive silhouette, combining sophistication of materials and diversity of colors.
If we delve into the details, the silhouette of the L003 2K24 features a combination of leather, suede and mesh on its upper. On the tongue, an embroidery adds a dose of elegance, contrasting with the technical finishes highlighted by Lacoste, such as the non-slip grips and metallic inserts.
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Lacoste is stepping up its marketing for its new sneakers
With both urban and sporty DNA, these sneakers bring a fresh breath to the collection. But Lacoste wanted to go further in its approach by creating a true experience around its L003 2K24.
The augmented reality fitting on Snapchat allows users to envision themselves wearing the sneakers before they even buy them, a first in the industry. Moreover, the collaborative video clip with J.I.D and Sabrina Lang is not just about showcasing the product; it tells a story, one of a generation determined to express itself through its clothing choices. Lacoste is thus trying to form an emotional connection with its customers by highlighting values of creativity and individuality.
Available in 8 colors for men and women, the new Lacoste L003 2K24 sneakers offer a refreshing alternative to pairs we’ve seen all too often (hello, Protection Pack and Nike TN). Priced at 160€, they have strong arguments to appeal to sneakerheads… but not only!
