ZOOMING IN: Lacoste has tapped Formula 1 driver Pierre Gasly as its latest ambassador. The 30-year-old, who competes for the BTW Alpine F1 team since 2023, will be the face of the brand’s famous polo shirt, the first of several projects to be unveiled in coming months.

Gasly described the polo as Lacoste’s “strongest expression: a piece born on the tennis court that has become a symbol of effortless elegance.” He added that Lacoste has transformed “its sporting heritage into a very contemporary vision of style.”

The piqué polo shirt was invented in the 1930s by founder René Lacoste, as a more comfortable alternative to the traditional styles players wore at the time.

The brand’s chief executive officer Eric Vallat said the French race driver “perfectly embodies the spirit of performance and tenacity” that has driven Lacoste since its creation.

“His international career, his high standards and his affinity with disciplines such as tennis and golf strongly resonate with our universe,” Vallat continued. “We are delighted to welcome him among the maison’s ambassadors and to open a new chapter with him.”

Gasly made his Formula 1 debut in 2017 and became the youngest French driver to take a podium in the elite motorsport two years later. In 2020, he had his first victory at the Italian Grand Prix in Monza.

For the 2026 season, which is three races in, he currently ranks eighth in the overall drivers standings.

The Frenchman was also named ambassador for the Gentleman Givenchy fragrance franchise last year, fronting its Gentleman Society Eau de Parfum Ambrée scent.

Swiss watch brand H. Moser & Cie, who is also a team partner of Alpine Motorsports, tapped Gasly as its first brand ambassador in 2024, subsequently teaming up for limited-edition watches created by the athlete alongside the watchmaker’s owner and chief executive officer, Edouard Meylan.