French brand Lacoste named seven-time grand slam champion Venus Williams as its global ambassador. The company sponsors top players such as Novak Djokovic and Daniil Medvedev.
Speaking about the partnership, Venus Williams said:
I am so proud to be joining the @lacoste family! It was so hard to keep this a secret for so long! I’m looking forward to doing some pretty amazing things in sport and in the community as a part of the Lacoste family! #FashionSport– Venus Williams
Venus Williams will be featured in Lacoste’s new fashion-sport silhouette that includes coats, bras, dresses, shirts, and accessories. In her new role, Williams will also work with the Lacoste Foundation to promote equal opportunities.
Lacoste’s choice to partner with 41-year old Venus Williams is interesting from many angles. First, Williams is close to retirement. She is currently ranked 470 in the world and hasn’t played for a meaningful stretch of time in recent months.
Second, Williams has her own brand EleVen, which was launched in 2007. Until recently, when Venus Williams had a partnership with K-Swiss, she didn’t wear the brand’s apparel on the court. We expect that she will not wear Lacoste clothing either on the tennis court.