Lacoste Footwear Steps Into a New Era

In the world of fashion, heritage brands are often split into periods of before and after—the divisions hinging on the arrival of a revolutionary creative director, the launch of a pivotal collection, or the debut of a definitive design. Lacoste has checked all three of these boxes quite a few times, depending on who you ask. But when the French Maison unveiled the L003 sneaker during the SS22 season, it undoubtedly catapulted Lacoste’s footwear division into an “after” phase. Now, on the cusp of the arrival of the L003 Neo Shot, the sneaker realm vibrates with another seismic shift of epic proportions. 

The new model is a bold step forward for the brand, reimagining the original L003 running codes in a singular design that’s quintessentially Lacoste: athletic, sophisticated, and energizing. With an aerodynamic silhouette, the L003 Neo Shot looks ready to take flight, signaling the unfettered possibilities that open up when you take a creative leap. A shiny sandwich-mesh upper with sleek overlays gives it major curb appeal, while the functional textured outsole delivers on stability and that ever-essential cushioning.

Image Credits: Lacoste, Press

To usher in the arrival of the radical riff on the L003 concept, Lacoste has crafted a campaign celebrating the beauty of forward motion. The arresting visuals feature cutting-edge choreographer and dancer Nicolas Huchard, along with model and artist XiaoYi Liu, both embracing the potential of every soaring step through their unique artistic performance. The setting is a subtle play on the classic tennis aesthetic that’s central to Lacoste’s identity: the pair appear on a spinning stage, specially crafted out of tennis court clay. In their graceful movements and suspended poses, Huchard and Liu embody the liberating ethos of the L003 Neo Shot. The future is waiting for who and what dares to transcend the darkness of the unknown—and push us all into the light. 

Huchard is one such trailblazer. In his career as a movement director, he’s collaborated with established icons and new-wave stars, from Madonna and Gaga to Doechii and Yseult. Pushing beyond what’s thought to be possible in the medium of movement, he’s been a fearless pursuer of new forms of expression since he was a child. “Dance found me before I even knew I was searching for it. Movement was instinctive, an unspoken language I understood before I could put words to it,” he recalls. “But the defining moment came when I realized dance was more than rhythm—it was a way to exist, to express, to be fully myself.”

His dance background fueled his approach to shooting the campaign, allowing him to treat the sneaker as an extension of his movement. “The L003 Neo Shot wasn’t just something I wore—it was something I experienced. The grip, the flexibility, the way it carried momentum—all of that informed how I moved. I wanted to show that the L003 Neo Shot isn’t just designed for style, but for expression, for motion, for living.”

With a reputation for ceaselessly pursuing what’s new and next, Huchard is uniquely poised to appreciate the L003’s evolution. His earliest connection with Lacoste came from seeing its style staples in music videos, on tennis courts, and in the wardrobes of people who exuded quiet confidence—but the sartorial disruption of the L003 concept gave the arbiter of athletic luxury an enthralling new dimension.

Image Credits: Lacoste, Press

Image Credits: Lacoste, Press

“Lacoste still carries its elegance and athletic DNA, but now there’s a new edge—more experimental, more daring,” Huchard shares. “The textures, the cuts, the color palettes—everything speaks to evolution. It’s not just about preserving a legacy; it’s about pushing it forward.”

This blend of legacy and futurity is woven into every aspect of the L003 Neo Shot, starting with its name—a tribute to the iconic shots of brand founder René Lacoste in action on the tennis court, exuding a winning spirit and an unbridled passion for the game. The metamorphic visuals further echo the guiding ode to moments that surpass the shadows and move into a bold brightness. 

Image Credits: Lacoste, Press

Image Credits: Lacoste, Press

Offered in eight bold colorways—including a radiant crocodile green, an earthy pink, a classic black, and a steely gray—the L003 Neo Shot is a welcome shock to the senses. To celebrate its arrival, the brand is hosting Lacoste LightClub, a two-day event at the Lafayette Anticipations in Paris featuring immersive artwork and experiences. Attendees who visit the Lacoste LightClub between February 28 and March 1 might even score the L003 Neo Shot in an exclusive, event-only colorway.

The Neo Shot’s dynamic design meets sneakerheads and Lacoste devotees in the middle, unifying the L003 franchise’s cultural impact with the Maison’s propulsive vision. Lacoste is stepping to its own rhythm, perfectly at home in the space between what is and what could be. It’s this space where classics are elevated, icons are perfected, and footwear grails are made.

Discover more from Lacoste here.