LACOSTE Launched “LACOSTE Tennis Club” in Beijing

On May 30, LACOSTE launched its “LACOSTE Tennis Club” at the National Tennis Center in Beijing, teaming up with the French Open’s Roland-Garros to create China’s first fully immersive red clay tennis experience—bringing a slice of Parisian sports culture straight to Chinese fans.

Timed to coincide with the 2025 French Open (May 24 – June 8), the event blended elite athleticism with lifestyle flair, paying tribute to LACOSTE’s deep tennis heritage in a uniquely engaging way.

Drawing inspiration from French tennis culture, the brand transformed the venue into a multi-sensory pop-up packed with clay court elements, fashion drops, art exhibitions, and lifestyle experiences. At the heart of it all was a striking hourglass filled with real Roland-Garros red clay shipped directly from France—a symbolic countdown to the tournament and a nod to LACOSTE’s enduring legacy.

Celebrities such as Zhang Xincheng, Yan An, Wang Ziyi, Ouyang Didi, and Tyler joined professional tennis player Dong Bohua to embody the brand’s modern French spirit of joy and movement.

Beyond recreating the clay court atmosphere, the brand introduced several firsts for the Chinese market: the LE CAFÉ LACOSTE, a tennis-themed pop-up shop, the LACOSTE x ROLAND GARROS special exhibition, and a Panama hat customization station—all designed to immerse visitors in LACOSTE’s tennis-rooted lifestyle universe.

A giant outdoor viewing lawn allowed fans to watch live matches in comfort, with lounge chairs and custom Chinese folding fans enhancing the laid-back mood. Guests could also hop on bikes and tour the tennis grounds at a French pace. Inside the clay court, photo ops at the LE CLUB LACOSTE x ROLAND GARROS set featured props like clay screeners and court maintenance tools, allowing fans to interact with the sport in playful, Instagrammable ways.

To deepen engagement online, LACOSTE launched two campaigns on Xiaohongshu, sparking a wave of social buzz. By blending sportsmanship with lifestyle storytelling, the brand fueled a surge of “urban tennis fever,” drawing influencers and tennis lovers to join the celebration both on- and offline.