Lacoste Baseshot Pro Campaign

A multi-site retail rollout for Lacoste, designed to bring the brand’s tennis DNA to life across five key UK locations within the Frasers retail estate. 

Tailored to each location and scaled to suit individual spaces, the concept energised retail through Lacoste’s iconic colours, sporting heritage and unmistakable French elegance. Rolling out over four weeks, the campaign translated a global creative direction into a scalable retail concept that could deliver consistent brand execution across stores while working within a limited budget. 

The result is a cost-efficient retail design that balances impact with practicality - a clear and controlled retail rollout design and delivery across multiple locations. 

• Multi-site retail rollout delivered across five key UK locations  

• Scalable retail concept tailored to individual store environments  

• Cost-efficient retail design achieved through modular approach  

• Consistent brand execution across stores aligned to global direction  

• Production-ready retail design enabling efficient build and delivery  

Lacoste tasked us with bringing their Celebrate Summer Play campaign to life through a branded pop-up activation across multiple Frasers key stores. 

The focus was to highlight Lacoste’s tennis heritage and spotlight the Baseshot Pro shoe, while aligning with a global creative direction. The activation required a full takeover look and feel across all locations, with Meadowhall positioned as the flagship. 

The challenge was translating a single concept across multiple sites while maintaining consistency, quality and impact – all within a tight three-week turnaround and a limited budget.

We translated the global direction into a consistent concept that could be rolled out across multiple stores, while managing budget and material specifications to ensure quality across all locations. 

A modular approach was taken to key elements, increasing economies of scale while reserving budget for unique features within each space. This allowed the design to adapt to individual store environments without losing consistency. 

Our approach to retail rollout design and delivery ensured the concept was not only flexible and controlled but also supported a production-ready retail design that could be delivered efficiently across all sites.

• Retail sales driven through strong in-store presence  

• Successful sell-through of the campaign  

• Consistent execution supporting brand visibility across all locations  

• Campaign performance leading to repeat rollout activity  

Inspired by Lacoste’s tennis heritage and lifestyle positioning, the concept brought court-inspired design into a retail environment. 

Clay court textures, colours and materials were used to immerse customers in the tennis story, while visual merchandising tools elevated the presentation of footwear and apparel. 

The spaces were designed to feel cohesive yet adaptable, maintaining a strong brand identity while responding to each location.

Delivered across five UK locations within a four-week period, the rollout required close coordination between design, production and on-site delivery. 

Key elements included: 

• Full tennis court flooring takeover at Meadowhall to create ownership of the space  

• Clay court-inspired materials and textures across all locations  

• Visual merchandising tools to support product storytelling  

• ‘A-frame’ graphics, scoreboards and seating to reinforce the tennis aesthetic  

All elements were developed in collaboration with the management team to ensure both visual alignment and practical delivery across each store. 

With a limited budget across multiple sites, the focus was on creating a cost-efficient retail design that maintained impact. 

The modular system allowed for repeatable elements across locations, reducing production complexity while ensuring consistency. At the same time, selective investment in key features ensured each space retained a sense of individuality and engagement. 

The result is a retail rollout across multiple sites that successfully translates Lacoste’s global campaign into a consistent in-store experience. 

By balancing scalability, budget control and design integrity, the project delivered consistent brand execution across stores while maintaining the quality and impact expected of the brand.