Lacoste, a timeless sports brand rooted in tennis, faces the challenge of entering the genderless, unisex market and appealing to the LGBTQ demographic. In 2022, 36 percent of U.S. consumers ventured beyond their gender identities in fashion. The task is to modernize the brand's approach, aligning existing products and fragrances with contemporary expectations.

​To meet this challenge, Lacoste can revitalize its existing products and fragrances, but present them in a modern, gender-neutral light. The key is to capture the essence of inclusivity and self-expression. By doing so, Lacoste can resonate with the LGBTQ community and cater to evolving consumer preferences without losing its core identity. This shift positions Lacoste as not only a timeless sports brand but also a progressive, inclusive, and contemporary fashion choice, truly putting sports and timeless style above any gender categories.