Lacoste continues to mine its history in golf by signing American professional golfer Daniel Berger as its latest ambassador.
Beginning this month, the 23-year-old will wear Lacoste apparel both on and off the golf course.
Berger turned professional in 2013 and was named the 2014-15 PGA Tour Rookie of the Year. During the 2015-16 season, he won his first title at the 2016 FedEx St. Jude Classic. He also posted five additional top-10 finishes and qualified to play in his second consecutive PGA Tour championship.
“I am honored to represent Lacoste and be part of a truly iconic brand within sport,” Berger said. “Lacoste’s golf product line combines a classic style with superior performance and is the perfect fit for what I am looking for in an apparel partner. The company has such a strong heritage in golf, and its commitment to growth, as demonstrated by its partnership with the Presidents Cup, makes this an exciting time to join the Lacoste team and wear the crocodile.”
Thierry Guibert, group chief executive officer for Lacoste, said Berger “embodies perfectly the crocodile brand’s values of relaxed elegance and joie de vivre. This partnership is a part of Lacoste’s global golf strategy within North America and therefore will contribute to extend and reinforce the presence of the brand in this region.”
Lacoste sponsors more than 100 tennis and golf players from more than 20 countries including Julien Quesne, Raphael Jacquelin, Jose-Maria Olazabal, Cristie Kerr, Azahara Muñoz, Charley Hull and Gwladys Nocera.
In October, the brand revealed that it has signed on to be the official apparel provider of the PGA’s Presidents Cup tournament, starting with the 2017 event at Liberty National Golf Club in Jersey City, N.J. Lacoste will sponsor the biannual tournament through 2025 and the deal is part of the company’s strategy to reinforce its sports legacy through partnerships and sponsorships.