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Lacoste Crocodile gets its teeth into Ladies European Tour
February 8, 2010

Lacoste is reinforcing its strong and unique heritage in women’s golf by becoming official sponsor of the Ladies European Tour (LET). The renowned French house will provide official on-course uniforms, embroidered with the LET logo, for Ladies European Tour staff until 2012.

Lacoste has strong historical links with women's golf.

Simone Thion de la Chaume - wife of famous tennis champion and founder of the brand, René Lacoste - won the British Ladies and the national and international championships of France, among other titles.

Simone Thion de la Chaume Catherine Lacoste
Golfing Lacostes: Simone Thion de la Chaume, wife of René Lacoste and their daughter Catherine Lacoste, former world no. 1 and the only amateur to win the US Women's Open

Their daughter, Catherine Lacoste, perpetuated the family tradition at the highest sporting level in 1964 by becoming world number one in both individual and team rankings, and then winning the U.S. Open in 1967. At the time she was the youngest, the only amateur and the only non-American to hold the prestigious title.

Women's world no. 1 Lorena Ochoa - a Lacoste Ambassador

Through its authentic sporting roots, Lacoste today actively partners women’s golf. The brand counts great golf champions such as world no. 1 Lorena Ochoa, Yani Tseng, Cristie Kerr, Gwladys Nocera and Tania Elosegui among its ambassadors, as well as Anne-Lise Caudal, Virginie Lagoutte-Clément, Sophie Giquel, Karine Icher and Ludivine Kreutz, all of whom embody the values of the brand - audacity, tenacity, elegance and performance.

“We are proud to be associated with Lacoste, a brand which understands the true values of sporting success and we look forward to a great relationship,” said Alexandra Armas, the Ladies European Tour’s Executive Director. “Like Lacoste, the Ladies European Tour respects the history and champions of the past, whilst today representing today a unique and vibrant modern lifestyle.”

“Becoming partner of the Ladies European Tour is a further demonstration of Lacoste’s attachment to ladies’ golf as well as the voluntary and active policy of our brand to perpetuate its legacy and values in this sport", said Christophe Chenut, CEO of Lacoste.

René Lacoste

The famous Crocodile, now part of the brand logo, dates back to an incident in 1927, according to René Lacoste himself (right), one of the famous 'Four Musketeers' and twice winner of the Wimbledon Men's Singles.

"I was nicknamed "the Crocodile" by the American press, after I made a bet with the Captain of the French Davis CupTeam concerning a suitcase made from alligator skin. He promised to buy it for me if I won a very important match for our team. The public must have been fond of this nickname which conveyed the tenacity I displayed on the tennis courts, never letting go of my prey!"

Lacoste will benefit from the Ladies European Tour’s increasing profile as Europe’s pre-eminent women’s professional golf tour. In 2010, the Ladies European Tour will operate 27 tournaments in 20 different countries, with significant international exposure.

 





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