In 2018, Lacoste started a three-year partnership with the International Union for Conservation of Nature (IUCN) and joined forces to help raise awareness about the extinction of threatened species and support conservation action on the ground.
This collaboration led to a campaign, created by BETC Paris, in which 10 limited-edition polo shirts were created, with the iconic crocodile leaving its usual spot to 10 threatened species.
This year, BETC and Lacoste continue the campaign, as the crocodile keeps on fighting for the survival of wildlife and raises awareness on 10 other threatened species.
Tennis fans may have already noticed the Lacoste ambassador Novak Djokovic wearing a mysterious outfit during the ATP Masters 1000 in Rome on May 16, where the crocodile had been replaced by a seal…
On May 22, for the International Day for Biological Diversity, the crocodile not only left the polos, but every square foot of 10 key stores around the world.
During 24 hours, the 10 selected stores became “crocodile-free” in order to each put the spotlight on one specific species. The polos for each species were only available for sale in its dedicated store.
A total of 3,520 polo shirts were created for 3,520 specimens. All profits from this day from the nine stores and from Lacoste.com will help IUCN’s efforts to conserve threatened wildlife.
