Lacoste Promotes Its Brand Using Noncelebrities

To increase its brand visibility, Lacoste is funding professional athletes more than $5 million a year to wear their brand during the game. But to everyone’s surprise, Lacoste has also began sponsoring the wait staff, bus boys and valets at a Japanese restaurant chain. The branding is so subtly done that it seems like an stylishly disruptive activation.

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Lacoste Recasts Itself in Its Own Prestige