Lacoste hosted an event on September 29 at the Great Wall of China, merging sports, history, and culture to celebrate its long-time ambassador, Novak Djokovic. The tennis-themed event took place at Juyongguan, a Unesco World Heritage site, and featured the brand’s signature green lighting, creating a striking visual that honored both Djokovic and the historic landmark. This activation highlights a trend among brands to engage in large-scale marketing efforts that extend beyond traditional boundaries, aiming to make a cultural impact while tailoring experiences to specific audiences. Lacoste’s partnership with popular Asian celebrity Wang Yibo further emphasizes this approach, as brands increasingly seek to connect emotionally with consumers by blending art, commerce, and cultural elements.