Fondation Lacoste is marking its 20th year with a programme honouring the coaches and mentors who support young people through sport. In Miami, foundation ambassador Venus Williams joined First Serve to recognise people working with young athletes, while the celebration is extending to dedicated spaces in selected Lacoste stores. The brand’s announcement frames the initiative around confidence, talent and opportunity.
The programme connects a milestone in the foundation’s history with visible activity in tennis communities and retail. First Serve Miami provides tennis training, academic support, life-skills development and mentorship for young people, according to Lacoste’s project description.
Founded in 2006, the Lacoste Foundation has built its work around sport, education and social integration. The brand’s anniversary programme places coaches and mentors at the centre of that mission, making the relationships behind youth sport part of the company’s public-facing celebration.
For Lacoste, the event links the tennis heritage that shapes its identity with a community programme and selected-store activity. The result is a brand anniversary expressed through people and local sport as well as through products and campaigns.
