After tennis, it’s padel’s turn to shine. Lacoste has unveiled two padel courts in the iconic ski resort of Courchevel, marking a strategic move to engage directly with a high-end audience.
A First Step into the World of Padel
Lacoste’s longstanding commitment to tennis is well established, notably through its sponsorship of Roland-Garros and the ATP Masters 1000. Now, the crocodile brand is expanding its footprint across racket sports by entering the fast-growing world of padel.
Enjoying a surge in popularity over recent years, padel is expected to reach 850,000 players in France by 2025—an increase of 130% compared with 2022—according to a study by Union Sport & Cycle and the French Tennis Federation. Capitalizing on this momentum, Lacoste has opened two padel courts in Courchevel, contributing to the country’s total of 4,100 courts, 1,100 more than in 2024.
Situated at 1,850 meters above sea level, at the foot of the Émile-Allais slalom stadium and facing the INEOS Club House, the courts were developed in collaboration with Courchevel Tourisme, with support from the local municipality and the Sports Club. Set against a backdrop of pristine snow, the green playing surface showcases the Lacoste logo along the court walls. Designed to withstand alpine conditions, the courts feature a heated base powered by geothermal energy. Balls and rackets are branded with the iconic crocodile, and a co-branded apparel collection is set to launch soon.
To allow sports practice even during the winter season, the courts are equipped with geothermal heating, making it possible to play year-round while limiting energy consumption. To mark the arrival of these two new padel courts, a Lacoste x Courchevel clothing collection is available for purchase at the Club des Sports shop as well as from professional partner retailers.
A Target Audience Aligned with the Brand
The “Club Lacoste Courchevel” signage displayed on the fencing highlights the brand’s ambition to build a true members’ community, largely composed of Millennials and Gen Z. Players aged 25 to 44 account for 53% of participants, allowing Lacoste to connect with a young demographic that closely matches its brand positioning.
This audience also includes a significant share of affluent consumers, as padel is increasingly perceived as an elite sport due to the high cost of equipment and court reservations, particularly in major cities and tourist destinations. These premium customers naturally align with Courchevel’s image one of the Alps’ most prestigious ski resorts.
This strategic and seasonal initiative could pave the way for further activations in the months ahead, positioning Lacoste as a pioneering brand in the promotion of one of today’s most sought-after sports.