Lacoste has signed Formula 1 driver Pierre Gasly as a new global brand ambassador, as the French fashion house looks to strengthen its ties to elite sport and sharpen the cultural relevance of its signature polo.
The partnership will see Gasly front a number of projects for the brand in the coming months, with the Alpine driver set to become one of the key faces of Lacoste’s iconic polo shirt.
The move continues Lacoste’s long-running strategy of aligning itself with high-profile sporting names whose influence stretches beyond competition and into fashion and lifestyle.
Born in Rouen in 1996, Gasly made his Formula 1 debut in 2017 and has since established himself as one of the best-known figures in French motorsport.
He became the youngest French driver to reach an F1 podium at the 2019 Brazilian Grand Prix, before securing a breakthrough victory at Monza in 2020, the first win by a French driver in Formula 1 since 1996.
Lacoste said Gasly’s profile made him a natural fit for the brand, pointing to his “international career, performance-driven mindset and broader interest in style and culture”.
The brand is using the partnership in part to spotlight its polo shirt, one of its most recognisable products and a cornerstone of its identity.
Originally developed by founder René Lacoste to give tennis players greater freedom of movement on court, the polo has since evolved into one of the brand’s most commercially and culturally important pieces.
By placing Gasly at the centre of that story, Lacoste is leaning further into the crossover between sport and style that has become increasingly important for premium brands looking to stay relevant with younger and more image-conscious consumers.
Lacoste CEO Eric Vallat said Gasly embodied the performance and tenacity that have defined the business since its creation, adding that his international profile and affinity with sports such as tennis and golf aligned strongly with the brand’s world.
Gasly said Lacoste had turned its sporting heritage into a contemporary vision of style, describing the polo as one of the clearest expressions of that identity.
