The International Olympic Committee has made its first steps towards a long-term licensing programme in a new deal with Lacoste.
Together, the pair will launch the first exclusive Olympic Heritage lifestyle apparel collection, developed by Lacoste and in line with the IOC global licensing strategy.
The new men’s clothing and accessories line will feature limited edition collections that will reflect the graphic legacy of Olympic Games. For the first edition, Lacoste has chosen to celebrate the 50 anniversaries of the Olympic Winter Games Grenoble 1968 and the Olympic Games Mexico City 1968.
The IOC and Lacoste collaboration will continue until 2020, with a collection developed each season and which will initially be sold, starting this summer, in ten countries: Canada, China, France, Germany, Italy, Japan, Mexico, South Korea, Spain and the UK.
In a speech held at The Olympic Museum in Lausanne, Timo Lumme, managing director of IOC Television and marketing services, said: “We are delighted to announce the launch of this new collection, which marks the beginning of an exciting licensing agreement with Lacoste to further connect people with Olympic history and legacy.
“The collection celebrates the iconic designs of Olympic Games Grenoble 1968 and Mexico City 1968 on their 50 anniversary. These games not only represented a turning point for the art and design of the Olympic Games, they also left a strong sporting and cultural heritage that is still acknowledged today.”
Lacoste CEO, Thierry Guibert, added: “We are happy to start this licensing agreement with the International Olympic Committee. Founded by tennis player and entrepreneur, René Lacoste, Olympic medallist in 1924, the Lacoste brand carries the values of fair play, elegance and tenacity that are dear to the Olympic Movement.
‘Those common values have inspired us in this collection that radiates with a touch of French elegance and the iconographic heritage of past Olympic Games.”
Building on Olympic Agenda 2020 and launched in 2014, the IOC global licensing strategy aims to create a tangible connection to the Olympic Games and Olympism through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill.
The IOC global licensing strategy is divided into three core licensing programmes: The Olympic Heritage Collection, The Olympic Collection and The Olympic Games Programme.