The Big Leap

The crocodile shedding old skin

No longer pure sportswear, not yet fashion, and sometimes perceived as classic to the point of “bourgeois”, Lacoste was getting old and struggled to connect with the new generation. The challenge was then to reanchor the brand in its sporting values and reestablishing it as a timeless lifestyle icon.

The big leap

What is the most universal language of all ? Love. This is what the big leap is about. Directed by the award-winning British storyteller Seb Edwards, the film is based on a metaphor: when you are three centimeters away from the lips of the one you love, that’s when you have to make a big leap. You have to go for it, like this man who is jumping into the void without knowing where he will land.

From niche to top charts

Thanks to Lacoste’s The Big Leap campaign, Flume’s remix of You & Me became an international phenomenon. The song skyrocketed: #2 on the French SNEP chart, 39 weeks ranked, and a Top 10 best-seller of the year.

The campaign didn’t just make the soundtrack a hit — it had a real impact on Lacoste sales, proving how powerful creativity can drive both culture and business.