Lacoste Welcomes Alpine F1 Driver Pierre Gasly as Its Newest Brand Ambassador

Lacoste has named Alpine Formula 1 driver Pierre Gasly its newest brand ambassador, tapping a French sporting personality who bridges motorsport, tennis culture, and fashion with natural ease.

A French Talent on the International Stage

Gasly, born in Rouen in 1996, began karting at six and worked through the junior ranks before reaching Formula 1, where he is now a fixture with the Alpine team. Lacoste frames him as the kind of athlete who sits at the crossroads of sport, style, and culture, a generation of players and racers for whom fashion is a natural extension of their public identity rather than a separate pursuit.

Eric Vallat, CEO of Lacoste, said Gasly “perfectly embodies the spirit of performance and tenacity that has driven Lacoste since its creation,” adding that his affinity with tennis and golf “strongly resonates with our universe.”

The L.12.12 polo at the center

Gasly’s first visible role is as the face of the iconic L.12.12 polo, the garment René Lacoste invented to give tennis players greater freedom of movement on court and which has since become one of the most recognizable pieces in contemporary sportswear. Gasly himself described the polo as Lacoste’s “strongest expression: a piece born on the tennis court that has become a symbol of effortless elegance.”

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Sport, Style, and What Comes Next

Lacoste describes the partnership as “the beginning of a relationship set to unfold through several projects in the months ahead,” suggesting product tie ins, events, and content series beyond the initial polo campaign. For the brand, Gasly extends a roster of athletes who connect its court born heritage to modern, cross disciplinary sport audiences, from the F1 paddock to the golf course.