8/19/2025

He never smashed a racket. He wasn't the flashiest player. He never signed a sneaker deal. But he created the first athlete-led billion-dollar fashion brand. Here’s how Rene Laco...

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Mich 🧠 💭

@MichLieben

He never smashed a racket. He wasn't the flashiest player. He never signed a sneaker deal. But he created the first athlete-led billion-dollar fashion brand. Here’s how Rene Lacoste turned a tennis nickname into a $3 billion empire: 🧵

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Mich 🧠 💭

@MichLieben

Lacoste was born in Paris in 1904. He had a dream of playing professional tennis. So his dad made a deal with him at age 15: “Become world champion in 5 years, or quit tennis forever.” He took it to a word...

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Mich 🧠 💭

@MichLieben

By 1922, he made it to Wimbledon. And lost. First round. The pressure from his father crushed him, He had 3 years left. So he trained harder, longer, & smarter. Then, something clicked.

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Mich 🧠 💭

@MichLieben

In 1926, Lacoste became the #1-ranked player in the world. That same year, he did something no athlete had done before: He branded himself: • Not with an agent • Not with a contract • But with a nickname It started with a suitcase and a joke...

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Mich 🧠 💭

@MichLieben

American reporters started calling him “The Crocodile” because of his playing style. It came to Lacoste's ears, and he absolutely loved it. So he made a fun bet with his team captain: “If I win, you owe me a crocodile-skin suitcase.” He won.

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Mich 🧠 💭

@MichLieben

Instead of considering this event "trivial", Lacoste leaned in. He asked a friend to stitch a cartoon crocodile on his tennis blazer. The next day, he wore it to a match. And the future of fashion was stitched into history.

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Mich 🧠 💭

@MichLieben

René wasn’t done. Back then, tennis players wore long-sleeve button-up shirts. They were stiff, sweaty, and hot, So he made his own. And this small design tweak changed sportswear forever…

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Mich 🧠 💭

@MichLieben

1933: He teams up with André Gillier, France’s top knitwear maker. They design the first true polo: • Short sleeves • Soft collar • Lightweight cotton • Crocodile logo on the chest The shirt wasn’t just new, it was rebellious.

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Mich 🧠 💭

@MichLieben

It sold fast in Europe but he wanted even more. In 1950, he struck a deal with U.S. brand Izod. The crocodile hit American closets hard: • Country clubs • Prep schools • U.S. presidents Lacoste became the status symbol of the elite.

Mich 🧠 💭

@MichLieben

He became so good in the U.S., they tried to copy him. Copycats like Le Tigre showed up, and by the ‘80s, knockoffs flooded the market. The results? It made Lacoste grow even more.

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Mich 🧠 💭

@MichLieben

In 1993, they made a bold move: Lacoste cut ties with Izod and took full control of the U.S. rights. Then, Lacoste handed the creative keys to Christophe Lemaire in 2000. What happened next rebuilt the brand from scratch...

Mich 🧠 💭

@MichLieben

Lacoste rebranded as a luxury. Clean. Minimal. French. Then came new lines: Perfume, leather, watches, lingerie... And in 2017, they made Novak Djokovic “The New Crocodile.” Lacoste was back on Top.

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Mich 🧠 💭

@MichLieben

Today, Lacoste's revenue is €3 Billion and should reach €4 Billion by the end of the decade. This establishes Lacoste as one of the world’s premier premium apparel and lifestyle brands, continuing strong growth in both traditional and digital markets.

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Mich 🧠 💭

@MichLieben

But here's the lesson modern entrepreneurs miss: Lacoste didn’t chase hype. He stitched his story into the product and didn’t wait for the world to give him permission. Lacoste didn’t just sell shirts, He sold identity.

Mich 🧠 💭

@MichLieben

The best brands don’t start in boardrooms. They start with a feeling. And he built a legacy... with nothing but a thread. Literally.

Mich 🧠 💭

@MichLieben

Thanks for making it to the end! I'm Mich - GTM tech expert and CEO @ ColdIQ () - a GTM agency serving 100+ businesses globally. $6MM ARR and growing.

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Mich 🧠 💭

@MichLieben

RT the first tweet if you found this thread insightful! Follow me @MichLieben for more threads on tech, AI, and entrepreneurship. Currently building the #1 platform to learn AI applied GTM and Revenue Growth. Check out 👉 coldiq.com/ai-sales-tools

https://twitter.com/MichLieben/status/1957442594168037734

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