Lacoste Tone of Voice — Active & Stylish
Tagline: "Life is a Beautiful Sport"
Industry: Fashion / Sportswear
Sector: Fashion
How Lacoste Communicates
Lacoste dresses sport in leisure. "Life is a Beautiful Sport" reframes competition as something graceful and unhurried — active but never sweaty, stylish but never stiff. The voice is relaxed and elegant, the sound of winning without trying too hard.
Tone Words
Lacoste's brand voice is defined by the following tone words: Active, Stylish.
Communication Style
- Language Style: Relaxed
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Lacoste Brand Story
"Life is a Beautiful Sport" communicates a sense of joy and vitality intertwined with athleticism. The core tension of routine versus passion suggests a nuanced understanding of how sport can elevate everyday life. The tone words "active" and "stylish" reflect a commitment to both performance and aesthetics, inviting a lifestyle that balances elegance with function. This approach reinforces the brand's mission to blend these elements seamlessly in the world of fashion.
Brand Message
Sport is lifestyle and expression
Brand Mission
Blend elegance and performance in fashion
Brand Positioning
Core Concept: Play with Elegance
Central Tension: Routine vs. Passion
About Lacoste
Lacoste S.A. (; French: [lakɔst]) is a French designer sports fashion company, founded in 1933 by tennis player René Lacoste, and entrepreneur André Gillier. It sells clothing, footwear, sportswear, eyewear, leather goods, perfume, towels and watches. The company can be recognised by its green Crocodile logo. René Lacoste, the company's founder, was first given the nickname "the Crocodile" by the American press after he bet his team captain a crocodile-skin suitcase that he would win his match. He was later redubbed "the Crocodile" by French fans because of his tenacity on the tennis court. In November 2012, Lacoste was bought outright by Swiss family held group Maus Frères.
Frequently Asked Questions About Lacoste
What is Lacoste's tone of voice?
Lacoste uses a active, stylish tone of voice. Their communication is relaxed, typically using statement-style sentences in the present tense. Their tagline "Life is a Beautiful Sport" exemplifies this voice.
How does Lacoste communicate with customers?
"Life is a Beautiful Sport" communicates a sense of joy and vitality intertwined with athleticism. The core tension of routine versus passion suggests a nuanced understanding of how sport can elevate everyday life. The tone words "active" and "stylish" reflect a commitment to both performance and aesthetics, inviting a lifestyle that balances elegance with function. This approach reinforces the brand's mission to blend these elements seamlessly in the world of fashion.
What is Lacoste's brand message?
Lacoste's core message: Sport is lifestyle and expression Their mission: Blend elegance and performance in fashion
What is Lacoste's slogan?
Lacoste's slogan is "Life is a Beautiful Sport". It carries their active, stylish voice.
What is Lacoste's mission?
Lacoste's mission: Blend elegance and performance in fashion
What makes Lacoste's brand voice unique?
Lacoste stands out through their active, stylish communication style. Their central brand tension, "Routine vs. Passion", shapes how they communicate across the Fashion sector.
What language style does Lacoste use?
Lacoste uses relaxed language, with imaginative messaging, in statement-style sentences, using the present tense.
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