Lacoste

By Verónica Guerra De Alberti

Jean René Lacoste was a tennis player nicknamed “the crocodile.” He looked weak for an athlete, due to his thin body and short stature. His jumps and abrupt but accurate movements gave him the popularity to launch his clothing brand: “Lacoste.” Here is the story:

René was the son of a wealthy French family. His parents were not sure that he would become a professional tennis player due to his physical condition, but they decided to support him with the condition of becoming world champion.

He achieved first places in several European tournaments; even the bronze medal at the 1924 Olympic Games. At a championship in the United States in 1927, he saw an accessory that completely amazed him: a crocodile skin briefcase. His teammate offered to give it to him if he won the match, but unfortunately he lost the match and the anecdote was joked about.

A journalist from Boston heard the story and decided to call René “Le Crocodile”, due to his aggressive way of playing and the charm of that briefcase.

At that time, tennis players wore “elegant” attire. It was played with a shirt, vest and dress pants. It should be noted that this sport was practiced by high society. René had cotton polo shirts designed with shirt collars, and on the breast pocket, the image of a green crocodile with its mouth open to replace his outdated uniform.

In 1933, he launched his brand of polo shirts: “Lacoste” for tennis, golf and sailing athletes. The name of the brand honored his last name; and the little green crocodile is a symbol of his history, passion for tennis and perhaps, for that joke about the briefcase that he never got.