Novak Djokovic, Venus Williams star in new Lacoste 'Play Big' campaign

Novak Djokovic and Venus Williams are playing big for Lacoste. The sure-fire Hall of Famers are two of the starring faces of the brand's newest ad campaign, which Lacoste is dubbing "a powerful call to action capturing the breadth of impact of the iconic crocodile, embracing the inner fortitude of each ambassador at the heart of this campaign, and the unstoppable spirit of the pioneering fashion-sport brand."

Djokovic and Williams are captured in the "Play Big" campaign imagery posing with a striking, 26-foot activation of the brand's recognizable symbol that's been constructed from tennis materials. Williams playfully posed for her shoot by lunging into the crocodile's open mouth, wearing sneakers that match its tongue color, while a shoeless Djokovic was captured leaning casually up against the sculpture's open maw.

"Demonstrating the calmness, power, and fearlessness that have propelled him to unprecedented heights in the sport, Djokovic's relaxed demeanor mirrors his unparalleled dominance on the court," the brand says of the ATP's current No. 1, while Williams' "unwavering grace and commitment to excellence are mirrored in her confident stance, symbolizing the power of two iconic forces meeting in a larger-than-life encounter."

Djokovic has been a brand ambassador for Lacoste since 2017, with the French line succeeded Uniqlo as his on-court apparel sponsor. Williams joined the Lacoste family in 2022, and a year later, her signature clothing line EleVen (which suspended operations earlier this year) launched a capsule collection with the brand.

In an interview with *Harper's Bazaar *about the shoot, Williams says that Lacoste was on the cutting edge of the "tennis-core" trend that's currently having its pop culture moment thanks to the Hollywood blockbuster Challengers and its A-list star, Zendaya, who's been rocking tennis-inspired looks on red carpets worldwide to promote the film.

"Tennis never goes out of style—it’s always trending!" she said. "I’ve always loved seeing people embracing tennis-core and incorporating it into everyday style in their own unique way. Tennis has long been at the intersection of sports and fashion, and Lacoste was one of those pioneers who helped elevate sports-chic looks."

Djokovic, meanwhile, agreed that Lacoste is at the forefront of global fashion, but he takes his inspiration from the real-life behavior of the brand's famous symbol.

"When I see a crocodile, it reminds me of René Lacoste, what he represents for our sport, what he represents for fashion," he said. "But it also reminds me of the fierce predator animal in the wild, and when I'm on the court, I have to turn into this almost predator-like mentality."

Djokovic and Williams are joined in the campaign by four other campaign ambassadors, which Lacoste hailed as "each an inspirational figure in their bespoke field, and each embodying the audacity, unlimited creativity, and confidence that is the very essence of Lacoste."

The pair star with French actor Pierre Niney; South Korean singer and model, Jeon So-mi; her compatriot, actor Ahn Hyo Seop; and Chinese actor, singer and dancer Wang Yibo.