A Lacoste event at the Great Wall of China highlights the art of marketing activations

In an era where the lines between fashion, sports and entertainment are increasingly dramatically blurred, Lacoste’s recent event at the Great Wall of China provides a striking example of the lengths brands will go to in order to capture the global spotlight. On September 29, Lacoste merged historic grandeur with the sporting world, paying tribute to Novak Djokovic – its long-time ambassador – at one of the most iconic monuments in the world. It wasn’t just an average marketing activation, but a large-scale cultural spectacle designed to increase the brand’s visibility on a global stage.

Hosting such a monumental event is emblematic of the way brands are increasingly engaging in ambitious, large-scale marketing stunts, seeking to transcend the traditional boundaries of fashion and sport. Lacoste’s decision to host a tennis event in Juyongguan at the Great Wall, illuminated with the brand’s signature green, demonstrates a keen understanding of the intersection of history, luxury and spectacle. The brand has expertly used the symbolism of both Djokovic, widely regarded as the greatest tennis player of all time, and the UNESCO World Heritage site to create a story that goes beyond just clothing and sports.

Such ambitious activations reflect a broader trend in which brands strive not only for market share, but also for cultural significance. Lacoste’s collaboration with Wang Yibo, a major celebrity in Asia, further highlights how the brand tailors its campaigns to specific target groups – bridging the gap between East and West, modernity and tradition. The involvement of local artists and the immersive nature of the spectacle reflect the realization that today’s consumers demand more than just products; they seek experiences that resonate emotionally and aesthetically. It is this blend of culture, art and commerce that allows brands like Lacoste to distinguish themselves in an increasingly crowded market.

A new frontier of brand strategy

In an industry where visibility often equals relevance, such large-scale events are more than just publicity stunts: they are essential components of brand storytelling. In fact, they have become as essential to brand identity as the cut of a garment or the stitch of a seam. Once dependent on glossy print ads and catwalk spectacles, luxury houses and emerging designers alike now compete for the attention of a generation weaned on digital spectacle and rapid shifts in the cultural mood. Enter the rise of the marketing activation– a strategic blend of art, commerce and cultural commentary designed to entice, surprise and secure the brand loyalty of today’s most elusive consumer.

As the concept of ‘activation’ suggests, these initiatives are not merely passive presentations. They are immersive, dynamic experiences that invite audiences into a brand’s world in unexpected ways. From elaborate pop-ups and art installations to digital experiences laced with cutting-edge technology, activations are the new battlegrounds for relevance. But the more critical question remains: In a world full of spectacle, can fashion brands really create meaningful impact, or are they just chasing a fleeting digital high?

Consider the recent wave of activations, where brands have demonstrated their ability to seamlessly merge physical and virtual spaces. Louis Vuitton’s Olympic sponsorship deftly illustrated the brand’s historic legacy while reinforcing its relevance through collaborations in the worlds of sports, celebrity, music and artists. It was both a tribute to the past and a vision for the future, cleverly anchored by the enduring appeal of Vuitton’s most iconic asset: its logo. What Vuitton’s participation underscored is the powerful role of storytelling, leveraging cultural cachet and high-profile (and costly) partnerships to elevate heritage in the eyes of consumers.

Similarly, Gucci’s Vault project, a digital and physical hybrid store for vintage and contemporary pieces, turns the traditional shopping experience on its head. In this context, the fashion house acts as curator and maker, combining commerce with a sense of discovery. By utilizing the allure of limited editions and a ‘one-of-a-kind’ ethos, Gucci has created a form of retail theater where shopping becomes a narrative experience, drawing consumers deeper into the brand universe.

Fighting irrelevance

Yet for every success story, there are also cautionary tales. Brands that fail to deliver authentic or meaningful activations risk being seen as unreachable, opportunistic or, worst of all, irrelevant. Let Dolce & Gabbana’s Chinese fiasco in 2018 serve as an example. The inherent challenge lies in finding a balance between innovation and content. Too often, activations can veer toward the gimmick: holograms, NFTs, or VR headsets that, while exciting on the surface, lack the depth needed to sustain lasting consumer engagement. The short-lived nature of such stunts can undermine brand prestige, making it crucial for brands to think beyond the ‘wow’ factor and ensure activations align with their core ethos.

What we’re seeing in this age of experiential marketing isn’t simply a race for novelty, but a more nuanced shift in the way fashion brands communicate their values. In the wake of increased consumer awareness around sustainability, diversity and social impact, successful activations are those that tap into deeper cultural currents. Think of Dior’s Mediterranean pop-up serieswhere the brand’s high-fashion offering was combined with locally inspired programming on the Côte d’Azur and the Greek Islands. This nod to place – rather than just a display of opulence – signals an awareness of the value of context, heritage and meaningful stories, even if the bags were adorned with names like Mykonos.

On the digital border, the landscape is just as complex. While brands like Balenciaga have made headlines with their foray into gaming Hereafter: the age of tomorrowOthers have experimented with fashion activations in the metaverse, an uncharted territory that many still view with skepticism. As major luxury houses test the waters of digital worlds like Roblox and Decentraland, there’s no denying that these virtual activations bring with them a sense of futurism. But the challenge remains: how to create an experience that feels both innovative and intimate – an experience that exists not simply to be first, but to be right.

Emotional connection

Ultimately, the future of fashion activations lies in their ability to forge real emotional connections. As the fashion landscape becomes increasingly fragmented, with consumers demanding greater transparency, engagement and value from their purchases, brands must embrace a multi-dimensional approach to their marketing strategies. Successful activations are activities that go beyond the transactional and offer not only products, but also a piece of culture, a sense of connection or even a fleeting moment of beauty. In a market defined by excess, it will not be the biggest or loudest activations that will survive, but those that resonate on a human level and stir both the heart and the mind.

In this regard, the true measure of a brand’s activation lies not in the number of Instagram posts or TikTok views it generates, but in its ability to make a lasting impression, one that lingers long after the digital buzz has faded. has disappeared.