(ATR) The stars are back in motion as part of the new Olympic Heritage Clothing and Accessories Line by Lacoste celebrating the 1984 Los Angeles Games.
Lacoste unveiled the "LA 84" range, which features the famous "Star in Motion" symbol, during a party at its Los Angeles boutique last week. A vibrant color palette, in addition to red, white and blue, recalls the Olympic Games from 35 years ago.
The collection is the third by the company, known for its iconic crocodile logo, joining the limited-edition Grenoble 1968 and Mexico City 1968 lines. Those launched last year to coincide with their 50th anniversary under a licensing partnership with the IOC to create co-branded collections around four past Olympic Games. The identity of the fourth Games has not yet been revealed.
The Los Angeles collection is now available online and at Lacoste boutiques in the United States, Canada, China, France, Germany, Italy, Japan, Mexico, South Korea, Spain and the United Kingdom.
The IOC’s three-year licensing agreement with Lacoste forms part of the IOC Global Licensing Strategy. This initiative, in line with Olympic Agenda 2020, aims to engage and connect fans with official branded merchandise programs aligned with the Olympic image to enhance brand value and goodwill. The IOC Global Licensing Strategy was established in 2014 and is divided into three core licensing programs: The Olympic Heritage Collection, The Olympic Collection and The Olympic Games Program.
Lacoste was founded by French tennis player and entrepreneur Rene Lacoste, an Olympic medalist in 1924. He popularized the polo shirt and was originally dubbed "the Alligator" by American press after he wagered for an alligator-skin suitcase with the captain of the French Davis Cup team. When Lacoste returned to France, "alligator" had transformed into "crocodile" and that became his nickname.
The IOC said the Lacoste brand carries the "values of fair play, elegance and tenacity that are dear to the Olympic Movement" inspiring the collections that "radiate with a touch of French elegance the iconographic heritage of past Olympic Games."
Written by Karen Rosen
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