Lacoste Bets on Formula 1 with Pierre Gasly

The iconic polo shirt brand has named the French driver its new ambassador. Following tennis and golf, Lacoste is now partnering with a sport that has been both highly exclusive and extremely popular in recent years.

After tennis, which has historically been part of its DNA, golf, and more recently, padel, Lacoste is entering another sports universe already well-established by luxury houses: Formula 1.

The French specialist in polo shirts and high-end sportswear has just added French driver Pierre Gasly to its team of ambassadors. Since 2024, the team has included French actor Pierre Niney, and for its underwear line, Taylor Zakhar Perez…

An F1 champion with a passion for fashion

The brand with the crocodile logo officially announced the arrival of the Alpine F1 Team driver on its social media channels.

With Pierre Gasly, Lacoste is not only gaining a champion in a sport that is extremely beneficial for its image, but also a fashion enthusiast.

As for his track record, the athlete, a driver for the Alpine F1 Team, got off to a strong start in 2026, finishing 10th, 7th, and 6th respectively in the first three Grand Prix races in Australia, Japan, and China. He currently holds 8th place in the drivers’ championship, and his Alpine team is in 5th place in the constructors’ standings.

But Pierre Gasly, the new face of Lacoste, is also a connoisseur of style, making no secret of his admiration for that of Lewis Hamilton, who was undoubtedly the first racing champion to proudly fly the flag for fashion. Hamilton is thus associated with the image of two LVMH houses, Dior Homme, Rimowa, and Tommy Hilfiger.

Already the face of several fashion and luxury brands

Before signing with Lacoste—and thus entering the realm of accessible global luxury and mainstream lifestyle—Pierre Gasly had already been, since 2025, the global face of the Gentleman fragrance and beauty line by Givenchy (an LVMH subsidiary). Since 2023, his image has also been associated with the high-end men’s clothing line Berluti (2023), as part of his collaboration with Alpine F1. Since 2024, he has also been an ambassador for the high-end watches of H. Moser & Cie.

Pierre Gasly also enjoys attending fashion shows for luxury houses such as Louis Vuitton and Christian Louboutin during Paris Fashion Week.

In the more accessible fashion sector, he co-created a capsule collection of sunglasses with Hawkers in 2020–2021, featuring his personal logo, and since last year, he has been a brand ambassador for Reebok and has been collaborating with the cycling brand Van Rysel.

Describing himself as “very happy to be one of its faces today and eager to bring this partnership to life through other projects in the coming months,” he now describes Lacoste as “an iconic French brand that has successfully transformed its sporting heritage into a very contemporary vision of style.” He believes that “the polo shirt is perhaps the strongest expression of this: a garment born on the tennis courts that has become a symbol of natural elegance.”

Spirit of performance and tenacity

For his part, Eric Vallat, CEO of the House of the Crocodile, believes that “Pierre Gasly perfectly embodies the spirit of performance and tenacity that has driven Lacoste since its inception. His international career, his high standards, and his affinity for sports like tennis and golf resonate particularly well with our world.” He and his teams say they are “very happy to welcome him among the brand’s ambassadors and to open a new chapter with him.”

For Lacoste, this new ambassador should help the brand capitalize on the growing success of Formula 1. As the media outlet Meet & Match points out, “long perceived as a technical sport with a niche audience, it has transformed in less than a decade into a global media phenomenon, at the intersection of sports, entertainment, and lifestyle.” Its “ability to attract young, international, and culturally diverse audiences now makes it a strategic platform for brands seeking to move beyond traditional endorsement models.”

Many luxury and fashion houses have thus already entered the Formula 1 race, such as Louis Vuitton, which handles luggage and trophies, and Puma, the licensed supplier of apparel and footwear. The latter also sponsors one of the ten competing teams. Ferrari, Mercedes, Williams, McLaren, and Aston Martin, while Boss and Hugo support Aston Martin and Visa Cash App RB (formerly Alpha Tauri); Adidas partners with Mercedes and Audi, Castore is the outfitter for Red Bull Racing, McLaren, and Alpine, and finally, Tommy Hilfiger partners with Mercedes.

Other F1 and Fashion Champions

In addition to Lewis Hamilton and Pierre Gasly, other F1 drivers have also been recruited by the fashion and luxury industries to help boost their profiles. This is the case for the Monegasque driver Charles Leclerc, who is partnered with APM Monaco, Puma, and Ray-Ban, and the British driver Lando Norris, the face of Tumi luggage (part of the Samsonite group) and Ralph Lauren fragrances.

For Lacoste, partnering with this world should allow it to continue its upward momentum. According to industry publications, the brand is projected to achieve global revenue growth of 8% to approximately 3 billion euros in 2025. And it has set a target of 4 billion euros in revenue by 2030…