19 June 2024 – French fashion label Lacoste has unveiled an exclusive collection of apparel and accessories to celebrate the centenary of the Olympic Games Paris 1924, as part of its licensing agreement with the International Olympic Committee (IOC).

The limited-edition range is the sixth collaboration between Lacoste and the IOC to celebrate an iconic edition of the Olympic Games – following co-branded collections commemorating Grenoble 1968, Mexico City 1968, Los Angeles 1984, Tokyo 1964 and Barcelona 1992 – and forms part of the Olympic Heritage Collection, which offers products featuring art and design elements from previous Games, connecting fans and collectors with the rich heritage of past Olympic Games.

The latest collection marks the 100^th anniversary of the Olympic Games Paris 1924, which saw Lacoste founder René Lacoste win a bronze medal in the men’s singles tennis event. The seven-time grand slam singles winner went on to establish the Lacoste label in 1933.

The latest release is inspired by designs of the 1920s and includes polos, sweatshirts and T-shirts in both adults’ and children’s sizes, together with shorts, bags, caps and a rain jacket. All of the items feature ‘Jeux Olympiques Paris 1924’ branding in the same typeface that was used on one of the iconic posters from the Games, with a unique blue, beige and red colourway from the Paris 1924 colour palette, at the time suggestive of the French national flag, completing the vintage look.

The Lacoste Paris 1924 Olympic Heritage Collection is now available from the online Olympic shop, and selected Lacoste retail boutiques and outlets in France, Germany, Great Britain, Italy, Spain, Switzerland, the United States, Canada, Brazil, Mexico, Japan and South Korea, and the Olympic Museum shop in Lausanne.

Expanded Olympic licensing opportunities

The licensing agreement between the IOC and Lacoste is the result of the IOC’s Global Licensing Strategy – an initiative driven by Olympic Agenda 2020+5 that aims to engage and connect fans through official merchandise that strengthens and promotes the Olympic brand, not only during the Olympic Games but between Games editions as well.

In addition to the Olympic Heritage Collection, the IOC’s core licensing programmes also include The Olympic Collection, which seeks to engage a young and active audience through unique branded products including apparel, toys and games, bags, stationery items and sports equipment, and the Olympic and Paralympic Games Collections, which celebrate each upcoming edition of the Games, and include a wide range of accessories, souvenirs, fan gear and apparel.

Through the sale of official merchandise, collectables and souvenirs, the Olympic licensing programmes offer fans a tangible connection to the Olympic Games and the Olympic values. All Olympic merchandising items are available for sale at the Olympic Shop (shop.olympics.com).