Against the backdrop of the creative momentum of Milan Design Week, Lacoste announces the “Crocoliga” – a partnership with Zalando and Highsnobiety. Through a series of tournaments, the initiative brings together creative teams from across Europe to relive the game from a cultural and community-oriented perspective and present it as a collective experience.
The collaboration combines Highsnobiety’s cultural storytelling and creative influence with Zalando’s digital reach to establish Crocoliga as a shared platform for gaming and community and redefine table tennis as a contemporary cultural movement.
For Lacoste, table tennis is a logical extension of his traditional tennis DNA. Brand founder René Lacoste was known for his pioneering spirit and tireless determination. Although the brand is inextricably linked to tennis, its relationship with table tennis dates back to the late 1960s. Back then, Lacoste developed special rubbers and rackets as well as performance-oriented clothing that was specifically tailored to the dynamics, speed and agility of the game.
With the announcement of the project following Milan Design Week, Lacoste is continuing its long tradition of excellent design culture. The Crocoliga reinterprets this heritage together with defining names from contemporary design and culture, creating a gaming experience that is both aesthetically sophisticated and entertaining. The initiative deliberately breaks away from the classic, purely performance-oriented view of sport and instead focuses on the energy of the community and the joy of the game.
Further details about the Crocoliga schedule and the participating teams will be announced in the coming weeks.
