LACOSTE
Rolex Paris Masters 2025
Lacoste faced a dual challenge: celebrating its arrival as a new partner of Rolex Paris Masters, and bringing visibility to the tournament’s new venue.
Through The Crocodile Challenge, we turned tennis into a playful and consumer experience, merging sport, physical and digital engagement.
The campaign embodied Lacoste’s spirit: elegance meets performance, connecting a new generation of fans to the heritage of French tennis.
PHASE 01 : The Urban "Hack"
Content / Storytelling
To celebrate the tournament's arrival in its new district, we launched a storytelling phase designed to "hack" La Défense esplanade.
The Concept: A high-energy takeover featuring professional player Sara Cakarevic and tennis influencer Ben Johnson.
The Legend: The activation culminated in a surprise appearance by Guy Forget, a French tennis icon and the tournament's first-ever French winner.
The Result: This bold move brought the spirit of the court directly to the streets, creating iconic imagery and generating immediate buzz across social platforms.
Phase 02 : The Crocodile Challenge
Phygital Contest
We turned the business district into a massive, connected playground via a custom-built web app produced by _extended.
Interactive Gameplay: Over 500 hidden crocodiles were scattered throughout La Défense for fans to find and scan.
Live Engagement: A real-time leaderboard kept the competition fierce, driving daily engagement.
Exclusive Rewards: Prizes included Night Session tickets and limited-edition pieces from the Lacoste x Rolex Paris Masters collection, rewarding the most active "hunters".
PHASE 03 : The premium Experience 🐊
Drive to Store
To bridge the gap between retail and the event, we created a high-end "Drive-to-Store" journey:
The VIP Shuttle: Winners were invited to the Lacoste La Défense store for a personalized welcome and gifting with the Lacoste x RPM collection products before being transported to the Arena.
Premium Mobility: The journey featured custom branded Lacoste golf carts, providing a unique and highly shareable VIP entrance to the tournament.
Conversion: This experience not only rewarded fans but also successfully funneled high-intent traffic into the brand’s flagship retail space
Statistics
- 6,190 unique players
- 3:48 average session
- 11,746 QR scans
- 556 sign-ups
- 9% of players signed up to Lacoste Membership 🐊