Lacoste, in collaboration with CONTEN.T, launched the SUPERFAN platform across the Asia-Pacific region in 2025. The initiative aims to enhance brand identity and deepen fan engagement through gamified activations and audience intelligence.
The SUPERFAN platform supports localized digital campaigns, encouraging user interaction via mobile tennis games, challenges, and reward systems. These systems recognize both online activities and offline behaviors, such as store visits and purchases, fostering more meaningful relationships.
Jason Ang, founder of CONTEN.T, highlighted the platform's ability to help brands like Lacoste recognize fans for their actions. This initiative aligns with a broader trend of extending brand experiences beyond traditional retail.
Lacoste is integrating digital innovation with its tennis heritage, as seen in recent initiatives. For example, a video game-inspired tennis court was unveiled in Grasse, France. The "Play With Icons" campaign for 2025 features ambassadors like Venus Williams and Novak Djokovic.
The mobile tennis game app is available in key Asian markets, including Hong Kong, Singapore, and others. Through these efforts, Lacoste aims to strengthen its presence in the Asia-Pacific region, offering innovative experiences for both tennis enthusiasts and fashion consumers.