Lacoste chooses Pierre Niney as its latest ambassador

A decade after joining the Comédie Française, Parisian actor Pierre Niney has joined the family of ambassadors for the Crocodile brand, alongside Novak Djokovic and Venus Williams. The French brand Lacoste (part of the MF Brands group) is due to welcome him as its global ambassador from Friday March 1.

The French fashion label – which celebrated its 90th anniversary last year with a collector’s polo shirt – has recruited actor and director Pierre Niney, who won the 2015 César for Best Actor for his portrayal of the famous couturier Yves Saint Laurent in the eponymous biopic directed by Jailli Lespert, to its group of global muses. 

Now 34, the actor, who has appeared in films such as OSS 117 and Boîte Noire and series such as La Flamme and Casting(s), is a regular on both the small and big screens. He was the youngest resident of the prestigious Comédie Française and the youngest actor to win the César for Best Actor. 

A key figure in the French audiovisual landscape.

A style-conscious tennis fan following in the footsteps of his father François, Pierre Niney will be part of the next Lacoste campaign, to be unveiled in April. 

“The Lacoste brand has found the perfect balance between timelessness and modernity, and has succeeded in being transgenerational: my father and I have always worn the label, a guarantee of elegance […] I am delighted to be the face of this iconic French brand,” said Pierre Niney in a press release.

It was an “obvious” choice for the fashion label. “He is the perfect embodiment of Lacoste’s spirit and values, including elegance and daring, while maintaining, like the crocodile, a strong link with its public. Pierre Niney occupies an important place in the cultural landscape, particularly in that of his generation, by whom he is very much appreciated. We are proud to count him among the ambassadors of our company,” explained Catherine Spindler, Deputy CEO of Lacoste, in a press release.

The flagship of French sportswear, the crocodile-wearing fashion label founded by tennis player René Lacoste in 1933 – which belongs to the Swiss MF Brands group alongside fashion labels Aigle, Gant and The Kooples – is present in around 100 countries, with a network of 1,100 shops.

With its emphasis on creativity and high-profile collaborations (such as with Goop, A.P.C. and Minecraft), the brand had an “exceptional” year in 2022, topping the €2.5 billion sales mark.