PLAYING POLO: Imagine a polo shirt that glows in the dark, displays your tennis score, or has sleeves that can be lengthened or shortened at a tug. Lacoste, gearing up for its 80th anniversary in 2013, explores the outer reaches of textile technology in a spunky new online film it’s unveiling today, the symbolic date of 12.12.12 echoing the name of French tennis champion René Lacoste’s enduring invention, the L.12.12 polo shirt.
Created by MNSTR Agency, the one-minute spot can be found on YouTube and a dedicated Web site, lacoste-future.com. It follows a gaggle of youths tooling around town as they change the color and pattern of their shirts at a swipe of a crocodile logo.
This story first appeared in the December 12, 2012 issue of WWD. Subscribe Today.
Viewers are invited to submit their own proposals for futuristic polo shirts on Lacoste’s Facebook page, with the winning submissions brought to life by an artist. Print ads, also breaking today, depict a neon polo shirt and point to the online contest.