MIAMI BEACH — Lacoste has been working on its golf game.
The brand and Golf Digest recently hosted Links on Lincoln, a triple-header celebrating the new flagship here; the magazine’s franchise feature “Game Changers: Golfers Who Give Back,” and one of those honorees, LPGA golden girl and Lacoste ambassador Cristie Kerr, whose charity First Tee of Miami received 30 percent of the event’s proceeds.
This story first appeared in the November 29, 2012 issue of WWD. Subscribe Today.
“We selected 24 famous golfers, from athletes like Cristie and Michael Phelps to other celebs like Bill Clinton and Morgan Freeman who use golf for a greater good,” said Golf Digest president and publisher Peter Hunsinger, of the game’s charitable impact, which totaled $3.9 billion this year. “Starting in January, we’ll dedicate a page per month to local figures who combine golf and charity that will culminate in December’s annual version with famous faces.”
Its premiere in the December issue featured four different covers, a first for the magazine. Though she didn’t make the cover, Kerr was pleased to be in such fine company. She’s supported First Tee, an organization that allows kids access to golf who otherwise wouldn’t have the chance, for nearly her entire 16-year career.
“My family didn’t have money, so I got my start through a similar program that merged with First Tee, and these kids actually learn on the same course I did,” said Kerr.
Sponsored by Lacoste for nine years, Kerr is part of its golf heritage that stretches back almost as far as tennis. Rene Lacoste’s daughter Catherine was a golf champion.
“Athletes of all types like Lacoste because we fit them physically and lifestyle-wise on and off the playing field,” said Steve Birkhold, chief executive officer of Lacoste North America.
In preparation for Art Basel, the event introduced Lacoste’s latest shirt collaboration in its Holiday Collector’s Series. The Campana brothers’ signature sushi swirl incorporates multiple crocodile logos on limited-edition men’s and women’s shirts that come with a multicolored embroidered pouch.
“Since they’re Brazilian, we decided to launch it in Miami,” said Birkhold, who plans an official party at Soho Beach House on Dec. 6, during Basel, among several events related to the new store. “Miami is our second largest market, and we want to build our visibility since relocating to Lincoln Road from Bal Harbour Shops.”
Brooklyn artist Trong Nguyen’s Everglades-themed video installation with props like airboats, lily pads and menacing alligators was displayed, in addition to a permanent piece from Miami’s TM Sisters featuring a giant white croc wall sculpture emerging from tropical-hued graphics.