Venus Williams becomes Lacoste global brand ambassador


Given that she’s running her own activewear company EleVen, Venus Williams is surprising the tennis world by partnering with Lacoste as their new global brand ambassador.

Venus Williams Lacoste

The seven-time Grand Slam champion Williams established her tennis fashion brand EleVen over a decade ago and for years she’s been the only WTA player rocking their bold and colorful designs at tournaments, so the news of her partnership with Lacoste came by unexpected.

Announcing the new cooperation, Lacoste wrote:

Welcome to the Team Lacoste, Venus Williams! As one of the greatest athletes in the world, Venus embodies off the court all the ambitions of the new fashion-sport silhouette created by Louise Trotter.


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Louise Trotter, the French brand’s first female create director, is the person behind the innovative fusion of fashion and sport. She’s a big tennis fan, so working with the sport’s legend seemed surreal:

I have so much respect for Venus, not just for her amazing game, but her values and the way she sees life. What she’s achieved not only as an athlete, but as a human in really pushing for women and equality and empowerment… for me, that’s such an incredible message.

Chatting on the set of her Vogue photoshoot, Williams revealed that she had always been inspired by brand founder René Lacoste’s transformative approach to fashion. The new collection features trench coats, bras, dresses, shirts, and accessories.

The last tournament Williams played was the WTA Chicago Women’s Open in August last year. The former world No.1’s ranking is now down to No.470.


  1. Very suitable, she has that elegance & sophistication that goes well with the Lacoste brand.
    I hope she can debut some on court outfit too, I would love to see her wearing it in action.


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