Lacoste, the official sponsor of the Miami Open, brought its signature blend of bold colors and positive energy to the renowned tennis tournament. The French maison returned to Miami for its annual partnership, continuing to redefine modern tennis style during the competition.

Club Lacoste Kicks Off the 2026 Tournament

The two-week event officially began with the launch of Club Lacoste, hosted at The Miami Beach EDITION. The centerpiece of the launch was a striking, lacquered dark-green tennis court set against the white sands of Miami Beach.

Ambassador Showcase and Signature Sips

Brand ambassadors, including Venus Williams, Arthur Fils, and Daniil Medvedev, participated in a friendly round-robin doubles match to inaugurate the tournament. The setting featured branded daybeds, parasols, and beach huts.

Guests enjoyed the Le Chose cocktail, a signature creation attributed to the brand’s founder, Rene Lacoste. Arthur Fils shared his personal connection to the brand, stating, "My mom really loved the brand, and when I was a kid, she told me please, once sign with them." He added, "I'm very happy to be with them. We are doing a great story. It's not only about tennis."

Refining Tennis Identity in Miami

Rather than attempting to reinvent its position in tennis, Lacoste focuses on refinement. Miami, with its unique blend of nightlife, coastal ease, and sport, serves as a perfect showcase for the brand's modern identity.

Lacoste's influence extended across the tournament through extensive retail and activation efforts. The brand outfitted ball kids, staff, and volunteers, while also providing dedicated retail spaces and a VIP suite for guests and sponsored players.

On-Site Activations and Retail Experience

On-site boutiques and pop-up shops offered the complete collection, including customization options for attendees. A mobile version of Café Lacoste was situated outside Hard Rock Stadium, following the success of its initial Paris location earlier this year.

The café merges the French art de vivre with the maison's rich sporting heritage, acting as a natural extension of the Crocodile's universe. The co-branded 2026 Miami Open collection provides a cohesive wardrobe suitable for both performance and daily wear.

The 2026 Miami Open Collection: Performance Meets Vibe

The collection spans men's, women's, and children's categories, rooted in classic tennis codes but updated with a distinct Miami flair. Silhouettes maintain clean lines and timeless appeal while incorporating subtle motifs reflecting the tournament's energy.

Polos remain central, featuring reworked sharper cuts and refreshed color blocking. Versatility is added through lightweight jackets and outer layers, complemented by T-shirts, hats, and accessories. Vibrant accents referencing the city's atmosphere are subtly applied in trims and contrasts.

On-Court Outfitting Details

The outfitting strategy appeared deliberate: ball kids wore the tournament's signature bright orange, while officials contrasted in deep navy. The custom kits featured pastel versions of the iconic polo, utilizing light greens, blues, and pinks that hint at Miami's neon spirit.

Fils, Medvedev, and Grigor Dimitrov sported various pastel polo shades, while Eva Lys wore a classic white quarter-zip tennis dress. Fils commented on the apparel, stating, "Everyone has a great outfit when they step onto the court. I like Grigor's one. I like the pink. It's quite the vibe."

A Special Tribute to Venus Williams

Like Lys, Venus Williams wore a monochromatic white tennis dress. However, the seven-time Grand Slam champion received a unique custom piece: a silver mirror leather jacket designed by Creative Director Pelagia Kolotouros.

This jacket featured 814 hand-sewn beads spelling out "game changer," a tribute to the hair beads Williams famously wore early in her career. The phrase "The girl who changed the game of tennis" was stitched using the Lunéville hook technique in France, honoring both French heritage and Williams' agility.

A silhouette of the 45-year-old serving was inlaid on the back panel as a final detail. Tennis is increasingly viewed beyond the court, positioning heritage brands like Lacoste as key drivers in the sport's evolving fashion and entertainment identity.