Lacoste announces Arthur Fils as brand ambassador

Lacoste and tennis go hand in hand so having announced a new brand ambassador, it’s no surprise that it has signed a tennis player.

The high-end label has signed up Arthur Fils who, after winning his first ATP title at just 19, became the youngest player in the men’s top 50 in July 2023.

Following in the footsteps of world number one Novak Djokovic and number three Daniil Medvedev, and more recently Grigor Dimitrov, the company said the number one player in his category “has naturally chosen to join Lacoste to help him progress”.

He’s clearly a high-profile signing for the label, with his career marked by Grand Slam and Masters 1000 victories and qualifications, the expectation is that the next-gen sportsman has a title-winning future ahead of him.

Lacoste is his equipment supplier and he’s also ambassador for its textile and eyewear collections.

CEO Thierry Guibert said that “Arthur’s professionalization is a logical next step in his career, just as it is for us to accompany him every step of the way to victory. What’s more, his desire to inspire the next generation of players and leave a lasting imprint on the world of tennis, while remaining true to his roots, is totally in line with the values we share”.

And Fils added that the label “is part of the tennis imagination and represents a strong history, marked by the legacy of René Lacoste and the legend of Les Mousquetaires. For me, joining Lacoste today means becoming part of a company that is both iconic and on a human scale, and assuring myself of excellent support daily, as well as for major tournaments”.