A three-level retail store and a capsule collection with LeBron James's Unknwn store are part of the activation.
He said the brand has built a very large tent featuring what he described as high-impact graphics located right inside the entrance to the stadium. Although it is temporary and will only be open for two weeks, Aldrich said it is “extremely well done. It’s probably the best-looking tennis store you’ve ever seen. It’s immersive and highly unusual for an on-site retail space, and it’s particularly unusual for tennis” which isn’t known for its elaborate retail spaces.
While they’re waiting for the customization to be completed, shoppers can scan a QR code to sign up for Community, a platform that will offer details relating to all of Lacoste’s involvements at the Miami Open, both at the stadium as well as at the Unknwn store. It will also let them know when their products are ready to be picked up.
Aldrich said Lacoste worked with Unknwn last year when it introduced a special Ricky Regal Collection by Bruno Mars. “They were one of our exclusive partners for the collaboration,” he said. And because of their location in the heart of Miami, it was a no-brainer to partner again for the tennis event. “It’s a really novel way to expand the activation beyond the Miami Open site,” he said.
Overall, Aldrich said Lacoste saw business start to pick up last year around this time and the momentum has continued into this year. He said overall sales were above projections in 2021 and that 2022 is starting off strongly as well.
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