Lacoste is back with a fresh wave of visuals for its 2026 global campaign, "Life is a Beautiful Sport," starring House Ambassador Wang Yibo and shot through the lens of photographer Angelo Pennetta across the streets of Paris .
Launched globally on April 27, 2026 , the campaign marks the return of Lacoste 's iconic "Life is a Beautiful Sport" message, a phrase the brand first introduced in 2014 . Developed in partnership with creative agency BETC , the campaign is built around the idea that sport is
not just a game but an attitude, one expressed through movement, balance, and effortless gesture. A tennis ball appears in every image, not as a prop but as a catalyst: bodies stretch, lose their balance, and recompose into poses that sit at the crossroads of tennis and fashion.
The print visuals are shot by Angelo Pennetta , a photographer recognized for his "luminous and optimistic perspective on fashion". His imagery draws from everyday, recognizable environments, city streets, open spaces, suddenly charged by the appearance of a tennis ball.
Iconic Lacoste pieces take center stage across the visuals: the polo shirt, pleated skirt, Lenglen bag, and the tracksuit. Alongside the print campaign, a short film titled "A Run Through Paris " was directed by Fredrik Bond .
The film features Lacoste ambassador Novak Djokovic and brings the same kinetic energy of the print campaign to life across Parisian streets…
