To celebrate 90 years of Lacoste, we delved into the brand's deep subcultural heritage in a way that would resonate with the  gen-z & millennial demographic to resolidify Lacoste within youth culture. This included activating across Apparel Collaboration, Out of Home & a two week in-store Pop-Up featuring over 400 of the rarest vintage Lacoste pieces globally sourced from around the world.