Lacoste Created a Collection With Paralympic Swimmer Théo Curin
Paralympic swimmer Théo Curin has released a signature collection with Lacoste.
So much is hidden behind a statement that small. Many success stories start with a humble origin, and Curin's is of this ilk: He grew up with no model to look up to … and like a lot of us, his life is one long conversation in progress with his childhood self.
When he recently decided to swim across Lake Titicaca (a 122-kilometer gauntlet that took 10 days), Lacoste approached him to design a collection, "to be the first disabled athlete whose T-shirt or cap one can wear."
In the following video, brought to you by BETC Paris, he describes the long journey behind him.
The ad may be small, but it's the result of a year BETC spent shadowing Curin, from his prep for the Lake Titicaca challenge, to the design of his collection.
"It seems crazy that no disabled athlete has their own line of clothing bearing their name," say BETC creative directors Aurélie Scalabre and Olivier Aumard. "When Alexandre Girod and Julien Vergne, the creatives, came to us with this concept, we immediately thought that this was exactly the idea needed to cement Lacoste's partnership with Théo, and a way to celebrate his achievement by developing with him this unprecedented collection."
Lacoste creative director Louise Trotter worked with Curin to create a logo that resembles him. But the collection isn't just nice labeling; the athlete's DNA and experience is woven throughout.
Buttons are replaced by snaps. Attractive, sturdy straps appear on backpack zippers and sweater sleeves, to facilitate use with limited mobility. They're amazing if you need them. And if you don't, they're pleasant affordances.
"The fact that a brand like Lacoste asked me to set up a collaboration like this shows that things are still evolving in the right direction," Curin says. "What I liked is that I was involved in every step of the design: choice of products, colors, adaptations, etc., and also that it is a universal collection. I'm very proud of that." He details this more in the video: "It was really important for me and for Lacoste that anyone could wear it, like any other collection."
At the end of the ad, Curin is able to give something back to the boy he was, and to every modern kid who longs to see themselves represented in the larger parade of people who do great things, and who are valued.
Curin's collection launched April 1. It is available on Lacoste.com, and in stores worldwide.
"It was a joy and an honor to work with Théo on this unique project," adds Trotter. "He is an inspiration to us all and his enthusiasm and determination pushed us to new levels of creativity!"
Brand Managers: Catherine Spindler, Nicolas Rakocevic, Louise Trotter, Stephanie Derrey
Ad Agency: BETC
Agency Managers: Fanny Buisseret, Romain Cialdella, Theophile Geslain
Executive Creative Director: Remi Babinet
Creative Directors: Aurélie Scalabre, Olivier Aumard
Art Director: Julien Vergne
Copywriter: Alexandre Girod
Assistant Art Director: Mathis Payet
Traffic Manager: Nathalie Sanseigne
Production Company: GENERAL POP
Sound Production: Axel Guenoun