In 2020, Lacoste was looking for a sharp eye on the sneaker & fashion market, ahead of the launch of key footwear drops—including the ACE LIFT silhouette.

My mission? Build the strategic and narrative groundwork that would allow the brand to speak to its audience in a way that felt both culturally credible and deeply Lacoste.

Defining the story before the campaign

It started with a brief. It turned into a storytelling platform, anchored in Lacoste’s French heritage and the ambitions of a young, style-savvy audience and the product DNA of the ACE LIFT. This narrative became the foundation for creative activations across platforms—from product drops to branded content.

What I Delivered?

Brand & audience insights

Product positioning

Narrative strategy

Editorial & copywriting

In short: a brand story that sold without selling out.