Gustavo Kuerten Lacoste

French brand Lacoste has chosen retired Brazilian tennis player Gustavo Kuerten as the new face for its “Unconventional Chic” campaign.

The three-time champion of the French Open (between 1997-2001) appears in the company’s new ads, some of which were shot in black and white.

When the choice was announced by the brand behind the crocodile logo, the tennis player described the French Open and Lacoste as being part of his childhood dreams, now “become reality.” 

Kuerten, nicknamed “Guga,” is also involved with an institute designed to help disabled and underprivileged children take part in sports activities.