Lacoste Tone of Voice — Elegant & Sporty

Tagline: "Life is a Beautiful Sport"

Industry: Fashion & Apparel

Sector: Sports & Fitness

How Lacoste Communicates

Lacoste ties fashion to elegant French sportiness. "Life is a Beautiful Sport" frames the brand — with its iconic crocodile — around refined, casual style rooted in tennis heritage — elegant, sporty, French. The voice is elegant-sportif and easygoing, selling a graceful blend of sport and style, positioning Lacoste around its classic polos and relaxed elegance, framed around living life with the effortless, playful spirit of sport and a touch of French chic.

Tone Words

Lacoste's brand voice is defined by the following tone words: Elegant, Sporty, French.

Communication Style

Language Style: Elegant-sportif
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Lacoste Brand Story

Founded in 1933 by tennis legend Rene Lacoste and Andre Gillier, Lacoste introduced the iconic polo shirt with its crocodile logo. The brand revolutionized sportswear by bringing elegance to athletic apparel, becoming synonymous with casual French sophistication.

Brand Message

Live life with the spirit of sport

Brand Mission

To embody authenticity, performance and elegance

Brand Positioning

Core Concept: French elegance meeting sportswear heritage

Central Tension: Elegance vs. Sportiness

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 elegant, sporty, french tone of voice. Their communication is elegant-sportif, 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?

What is Lacoste's brand message?

Lacoste's core message: Live life with the spirit of sport Their mission: To embody authenticity, performance and elegance

What is Lacoste's slogan?

Lacoste's slogan is "Life is a Beautiful Sport". It carries their elegant, sporty, french voice.

What is Lacoste's mission?

Lacoste's mission: To embody authenticity, performance and elegance

What makes Lacoste's brand voice unique?

Lacoste stands out through their elegant, sporty, french communication style. Their central brand tension, "Elegance vs. Sportiness", shapes how they communicate across the Sports & Fitness sector.

What language style does Lacoste use?

Lacoste uses elegant-sportif language, with imaginative messaging, in statement-style sentences, using the present tense.