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In fact, according to Lacoste EVP of Marketing and Branding Sandrine Conseiller, it was the eponymous René Lacoste himself who pioneered the trend in the early 20th Century, when he decided to wear the same signature polo shirt in competition on the tennis court, as well as off it.
Speaking backstage at the Leaders Sport Business Summit in London in October 2018, Conseiller explained how Lacoste continues to stand out form the competition in an increasingly crowded athleisure market.
Conseiller, who joined the company from her position in global brand marketing at Unilever in 2015, manages the Lacoste brand at every customer touchpoint, including CRM and sports marketing.
In this brief interview, she also explains: