Lacoste has launched its Olympic Heritage clothing and accessories line celebrating the Olympic Games Los Angeles 1984, the third in a collection that forms part of a licensing agreement with the International Olympic Committee.
The “LA 84” range was unveiled on Tuesday evening at a party held at the Lacoste boutique in Los Angeles.
In becoming the third apparel collection to celebrate the graphic legacy of an iconic Olympic Games edition, the Los Angeles range joins the limited-edition Grenoble 1968 and Mexico City 1968 lines designed by Lacoste and launched last year under a licensing partnership to create co-branded collections around four past Olympic Games.
Memories of the look and feel of Los Angeles 1984, an edition of the Games that set new standards in large-scale graphic design with its arrangements of stars and stripes set against vibrant colours, are evoked by the new Lacoste range. The key element of the new collection is the “Star in Motion” symbol from the official Los Angeles 1984 Games emblem.
The collection is available from today and, in addition to the USA, is on sale at Lacoste boutiques in Canada, China, France, Germany, Italy, Japan, Mexico, South Korea, Spain and the UK.
The IOC’s three-year licensing agreement with Lacoste forms part of the IOC Global Licensing Strategy, an initiative in line with Olympic Agenda 2020 to engage and connect fans with official branded merchandise programmes aligned with the Olympic image and to enhance brand value and goodwill. Established in 2014, the IOC Global Licensing Strategy is divided into three core licensing programmes: The Olympic Heritage Collection, The Olympic Collection and The Olympic Games Programme.
As part of the new global licensing initiatives, the IOC and Worldwide TOP Partner Alibaba announced the launch of the first-ever Olympic store on Tmall, China’s largest B2C marketplace for brands and retailers, at the end of last year. Plans are well under way to develop a global e-commerce platform with Alibaba, the IOC’s E-Commerce Platform Services Partner, offering various products developed as part of the trio of core licensing programmes.