The Olympics merchandising strategy starts with Lacoste

The IOC, International Olympic Committee and Lacoste have announced the launch of the first exclusive Olympic Heritage lifestyle apparel collection, developed by Lacoste as part of a new licensing agreement, in line with the IOC Global Licensing Strategy.

Lacoste Olympic Heritage men’s clothing and accessories range will feature limited edition collections that will feature the graphic legacy of legendary Olympic Games. For the first edition, Lacoste has chosen to celebrate the 50th anniversaries of the Olympic Winter Games Grenoble 1968 and the Olympic Games Mexico City 1968.

The IOC and Lacoste collaboration will continue until 2020, with a collection developed each season. The range will initially be sold starting this summer, in 10 countries: Canada, China, France, Germany, Italy, Japan, Mexico, South Korea, Spain and the UK.

Building on Olympic Agenda 2020 and launched in 2014, the IOC Global Licensing Strategy aims to create a tangible connection to the Olympic Games and Olympism through merchandising programmes, to enhance brand value and goodwill. The objective is to strengthen and promote the Olympic brand, not only during the Olympic Games, but specially between Games as well. The Olympic Heritage Collection partering with Lacoste, is paralleled by other two programmes: The Olympic Collection and The Olympic Games Programme.

The IOC licensing strategy is based on a retail partnership with Alibaba to develop a global e-commerce platform for Olympic stakeholders to engage and connect with fans seeking official Olympic licensed products on a worldwide basis. When launched, the platform will offer the various products developed as part of three licensing programmes, including the Olympic Heritage Collection by Lacoste, available in the defined territories.