Initiated and produced by Hype Notice in collaboration with At Paris, this project brought together Lacoste and the esports organization GentleMates for an exclusive co-created polo.

Hype Notice led the creative direction and production of the launch, from the co-design process with Lacoste’s creative teams, to the visual identity and storytelling that blended competitive spirit with Lacoste’s timeless elegance.

The agency oversaw the official photoshoot, the creation of 3D animations for retail and digital platforms, and the launch event at the Lacoste Arena on the Champs-Élysées — featuring a meet & greet that connected fans, fashion, and esports culture in one immersive experience.