Beginning in winter 2025/26, I led the creative for the launch of the Patta x Lacoste campaign: The People's Choice.
Instead of launching the partnership with a product-driven campaign, we created "A Zine," a collaborative publication exploring identity, access, and community through the legacy of the iconic Lacoste tracksuit.
Instead of launching the partnership with a product-driven campaign, we created "A Zine," a collaborative publication exploring identity, access, and community through the legacy of the iconic Lacoste tracksuit.
Print forces a different kind of attention, asking more of the reader and, in return, giving something back — context, point of view, and, hopefully, permanence.
The publication was available through Patta Chapter stores in Amsterdam, Milan, London and Lagos as well as selected partners.
The second phase saw Lacoste open up its archive, inviting people to vote on one tracksuit from 1992–2009, and committed to remaking the winner in collaboration with Patta. More than 10,000 votes were received.
We talk a lot about "community", but that word often means audience in a branding context. This project asked a different question: what happens when you give the community real influence?
It's a small shift from broadcasting to sharing authorship, but I suspect we'll see a lot more of it over the next decade.
Follow the story at www.lacostexpatta.com
