Novak Djokovic walked out at the French Open in a Lacoste jacket with real clay sprawled across it. It’s not really about the jacket itself — it’s a marquee moment built to get everyone talking about Lacoste’s collection with Djokovic, so the rest of the line, the actually wearable part, sells.
The stunt made the whole collection feel desirable, and more importantly, made sure people knew it existed in the first place.
1. Novak Djokovic walked out at the French Open wearing a jacket with clay all over it
2. Lacoste made this jacket for Novak with real clay sprawled across it
3. Is it just fashion? What’s the point?
4. The point is to create a marquee moment which gets everyone talking about Lacoste’s collection with Djokovic
5. And then sell the rest of the collection, which is well, more wearable 😛
6. By doing this, the Lacoste collection has immediately become desirable. And not just desirable, it has created so much awareness about the simple fact that the collection exists in the first place.
