The Lacoste Club

To launch Roland-Garros 2026, Lacoste conceived a cultural and sporting activation built around a striking location: a rooftop in the 16th arrondissement transformed into a tennis court suspended above Paris. Following Melbourne and Miami, Le Club Lacoste Roland-Garros landed in the French capital with a clear ambition: to experience tennis differently, bridging heritage, French elegance, movement and urban culture. The concept was part of the ongoing "Bienvenue au Club" activation platform, conceived as an open invitation to live Roland-Garros beyond the stadium. SPK supported Lacoste across the full scope of the project, from strategic thinking to experience design. Over five days, the rooftop was transformed into a genuine living space: somewhere visitors could play on court, discover the Roland-Garros 2026 collection, watch a match, create content or simply share a moment around tennis. The activation brought together over a thousand visitors, from tennis enthusiasts and communities to creators, guests and Lacoste athletes. The activation also generated powerful communication and influence moments, highlighted by the presence of Novak Djokovic, whose birthday was celebrated on the rooftop. SPK helped turn this project into a meeting point between brand, event, community and tennis culture — delivering an experience that was accessible, memorable and naturally shareable.