Lacoste Scores a Blockbuster with Film Co-Production

Lacoste has embarked on a pioneering new form of brand partnership by co-producing Cédric Jimenez's latest blockbuster, 'Chien 51.' With a substantial budget of €42 million, this collaboration, first announced last spring and now in cinemas, marks a significant departure from traditional product placement. The luxury sportswear brand's involvement transcends mere sponsorship, positioning Lacoste as an integral part of the film's creation and cultural impact.

The film features prominent Lacoste product placements, notably the distinctive 'Lacoste' look worn by the character portrayed by Lala &ce. Her bomber jacket, a padded nylon taffeta garment, stands out with its relaxed cut and a large, tone-on-tone quilted crocodile on the back. This specific item was produced in an exclusive limited run of just 51 pieces, a direct and clever nod to the film's title, further cementing the unique connection between the brand and the cinematic project.

This deep commitment to 'Chien 51' offers Lacoste invaluable credibility, elevating its image through association with leading figures in French cinema. Beyond the silver screen, the partnership has already generated months of heightened visibility at prestigious events, particularly on the red carpet. While Lacoste, the flagship brand of the MF Brands group, has long leveraged the appeal of actors—alongside elite tennis players—as pillars of its image, this co-production represents a strategic escalation. Pierre Niney has served as the face of Lacoste campaigns for years, and international stars like Adrien Brody and Michelle Williams regularly attend its Paris shows, consistently drawing attention in signature Lacoste pieces.

By co-producing 'Chien 51,' Lacoste has effectively raised the stakes, moving beyond being merely a "friend of the film world" to becoming a genuine player within it. The dystopian crime thriller, an adaptation of Laurent Gaudé's novel, was brought to life in collaboration with Hugo Sélignac, president of Chi-Fou-Mi Productions. From the moment the film was announced last May, Lacoste's image became intrinsically linked with the project. Brand ambassador Adèle Exarchopoulos is frequently seen sporting 'Crocodile' pieces, while Cédric Jimenez and Gilles Lellouche also prominently wear Lacoste looks, amplifying the brand's presence.

This synergy was evident at numerous high-profile events. The unveiling of the first footage in Cannes last May, a production-hosted event during the Roland-Garros tournament, and the Lacoste show in June all featured the film's stars in brand attire. Notably, Gilles Lellouche sported the film’s distinctive peroxide-blond hair at a previous Lacoste show, seamlessly blending promotion with fashion. The guaranteed red-carpet presence and amplified visibility at major festivals have been crucial; the 82nd Venice Film Festival, for instance, provided a significant showcase for the film’s presentation, where Adèle Exarchopoulos's choice of a backless dress garnered considerable attention upon her arrival.

This strategic alignment with the world of cinema, building on previous ventures such as the co-production of the theatre play 'La Haine,' ensures premium, long-term media visibility underpinned by cultural legitimacy. Lacoste, under the leadership of Thierry Guibert, is pursuing a strategy increasingly embraced by luxury groups. LVMH, for example, established 22 Montaigne Entertainment to support its brands in co-production and co-development projects across theatre and film. Similarly, the Kering group has made its mark in film production through Saint Laurent Productions, which since 2023 has co-produced major international films like Jacques Audiard's 'Emilia Perez,' Paolo Sorrentino's 'Parthenope,' and David Cronenberg's 'Les Linceuls.'

On a slightly different scale, Ami Paris, whose founder and artistic director Alexandre Mattiussi has long maintained close ties with the cinematic world, has also ventured into co-producing auteur films, including 'The Beast' in 2023 and Robin Campillo's 'Enzo.' The brand has further cemented its commitment by becoming the principal supporter of La Semaine de la Critique during the Cannes Film Festival. This trend appears distinctly French, driven not only by attractive economic and fiscal incentives, such as film tax credits, but also by a strategic imperative. This approach enables brands to connect with new audiences at a time when the effectiveness of traditional advertising formats may be diminishing, while simultaneously offering fertile ground for developing innovative content and revitalizing event calendars and in-store activations.