Quick Case – THE 9TH LANE (FRANCE)
THE 9TH LANE (FRANCE)
Lacoste unites Olympic and Paralympic games to remind society of the true values of sport
Brief Description
For the first time in the history of the Olympic games, the final of the 50m freestyle brought together nine participants – eight Olympic finalists and French Paralympic swimmer Laurent Chardard. On the 1st of August at 3.30 am, Laurent competed against the world’s best swimmers in Lane 9 in a pool dedicated to this unique event.
Beams of light tracked the finalists’ progress through the water in real-time.
To cover this world premiere, a live broadcast of the race was streamed on Lacoste’s Facebook and Instagram accounts.
Why is it significant?
The significance of this event lies in its symbolic representation of inclusivity and unity in the world of sports. Historically, there have been distinctions between the Olympic and Paralympic Games, with separate events for each. Using technology and social media as a broadcast alternative, this event broke down those barriers and brought athletes from both Games together in a single competition. It challenges preconceived notions about what is possible in sports and helps break down stigmas associated with disabilities.
For the brand Lacoste, it marks a groundbreaking moment in history, showcasing its commitment to inclusivity and unity in sports by hosting this unique competition.
Olympic and Paralympic athletes, Lacoste reinforces its brand ethos of embracing diversity and breaking barriers.