From tennis heritage to streetwear icon.
A TikTok-first campaign across France, UK, and USA to launch Lacoste’s L003 NEO sneaker, powered by Sleeq.
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THE CONTEXT
Lacoste, the iconic crocodile brand, launched the L003 NEO sneaker with the ambition to win over Gen Z — a generation where sneakers are not just products but cultural statements. To meet this challenge, Lacoste partnered with Sleeq to design a TikTok-first campaign that combined style, authenticity, and performance, activating creators across France, the UK, and the US.
THE BREAKDOWN
The Challenge
In a market dominated by sneaker giants like Nike and Adidas, how can Lacoste stand out and make the L003 NEO a must-have? The mission: create native TikTok content that blends Lacoste’s tennis heritage with streetwear trends, while reaching Gen Z “cool hunters” and sneaker addicts across three continents.
The Strategy
leeq designed a multi-market influence campaign with 6 carefully selected TikTok creators (FR, UK, US), each embodying Lacoste’s premium yet streetwise DNA. The creative approach: Showcase the L003 NEO versatility through outfit challenges and style transitions. Leverage fashion & sneaker communities to amplify credibility. Balance storytelling (the history and values of the sneaker) with trend-driven formats to boost virality.
The Solution
Sleeq designed a TikTok-native campaign built around the energy of the L003 NEO. We activated six creators across France, the UK, and the US, each blending their own style with the sneaker’s identity. The result was a mix of trend-driven edits, lifestyle storytelling, and bold fashion moments. Every asset was produced to feel authentic to TikTok, while amplifying Lacoste’s positioning as a global brand shaping culture.
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WHAT THEY SAY
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
THE NUMBERS
Massive cultural reach & real-world conversions
23M
Impressions
7,1%
Engagement rate
96%
Positive sentiment in comments
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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