Once upon a time: Lacoste tells its story

New York – Apparel brand Lacoste has unveiled a digital pop-up book dedicated to its founder.

The online project, Once upon a time, visualises the life story of René Lacoste, an internationally renowned tennis player. Lacoste was nicknamed ‘the crocodile’ because of his tenacity on court, leading the crocodile symbol to become the brand’s logo.

Comprising six chapters, readers can flick through original photographs and videos about Lacoste’s life and about the development of the company.

This is a great example of how a brand can engage consumers by exploring its heritage. For more, read our Luxury market report.