Pentland Chaussures, the global footwear licensee for Lacoste, has appointed Birmingham agency Green Room Retail for to create a series of retail executions for its vintage tennis campaign.

GRR secured the business following a three-way pitch. The deal sees Lacoste join the agency’s growing portfolio of clients which includes Nike, Levis, Omega, Phones 4U, Nokia and Umbro.

GRR is now working on a series of Point of Purchase installations, window displays and promotional items, which will appear in Lacoste stores and concessions throughout Europe by the end of the year.

The Lacoste legend was born in 1927, when tennis star René Lacoste revolutionised mens’ fashion replacing the classical woven fabric, long-sleeved and starched shirts on the courts with what has now become the classic Lacoste polo shirt.

Richard Ash, GRR founder and chief executive comments: “It goes without saying that we’re absolutely delighted to be working with Lacoste. It’s an iconic brand with a rich heritage and we’re very proud to be playing a part in its future direction.”

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