Lacoste is getting into the swing of the U.S. Open.
The French brand will be introducing a series of activations that engage its top tennis ambassadors, along with its fashion, sport and lifestyle communities around New York City. The U.S. Open takes place in Flushing Meadows, N.Y. from Aug. 24 through Sept. 7.
Lacoste’s activations start with Le Café Lacoste, an exclusive Afternoon Tea in partnership with The Plaza Hotel at The Palm Court. The tennis-inspired Afternoon Tea features a bespoke menu, inspired by Le Café Lacoste, a new concept, and is crafted by executive chef Muhannad Al Ateem and executive pastry chef Kevin Clemenceau. The tea pays tribute to French style and the spirit of Lacoste’s sporting legacy. The exclusive event began Wednesday and runs through Sept. 10 and is priced at $145. Reservations will be available at Open Table.
Tennis sculpture in the Plaza’s lobby.
Taylor Miller, courtesy of Lacoste
In addition, Lacoste will take over the Printemps New York pop-up space, located at One Wall Street, with a celebration of pieces that empower the legend of the crocodile and the timeless tennis aesthetic. The Icon of Play pop-up, open from Aug. 29 to Sept. 7, will offer a customization experience, with a personalized on-site service for select clothing, accessories and leather goods. Exclusive custom-made Lacoste x Printemps embroidered patches, inspired by Lacoste’s tennis heritage and the energy of New York City are being offered as part of the customization experience.
Le Café Lacoste, an exclusive Afternoon Tea in partnership with The Plaza Hotel at The Palm Court.
Taylor Miller, courtesy of Lacoste
The pieces include a mix of tennis dress, skirts, knits, jackets and skirts for women, and tennis shorts, polo shirts and tracksuits for men. There are also bags such as the Lenglen, shown during Paris Fashion Week, and classic L1212 polos and caps. Prices range from $110 to $550.
Lastly, Lacoste will host several Player Activations including a tennis clinic at Central Park on Aug. 22 to recognize 15 years of partnership of the Lacoste Foundation with the City Parks Foundation and leading up to a special ambassador private event to close out Lacoste’s celebratory activations. Lacoste declined to reveal the player participants.
It’s been a busy year for Lacoste, which opened a new Fifth Avenue flagship earlier this year. The brand’s creative director Pelagia Kolotouros attended the Met Gala for the first time with tennis icon and ambassador Venus Williams. In addition, Lacoste celebrated the 10-year partnership as the leading sponsor of the Miami Open.