Hong Kong – Lacoste has teamed up with digital experience agency CONTEN.T and its flagship IP, SUPERFAN — an action-based consumer engagement platform — to strengthen its brand identity and deepen fan connections across the Asia-Pacific region.
Under the partnership, CONTEN.T will lead Lacoste’s gamified activations and audience intelligence efforts across APAC. The SUPERFAN platform will support localised digital campaigns, encouraging users to engage through mobile tennis games, challenges, and rewards systems that acknowledge both online interactions and offline behaviour such as store visits and purchases.
The technology behind SUPERFAN enables brands like Lacoste to track and analyse consumer engagement across multiple touchpoints, offering data-driven insights into user behaviour and loyalty. By recognising consumer actions rather than just demographics or clicks, the initiative aims to foster more meaningful relationships.
“Too many brands collect data but fail to connect meaningfully. SUPERFAN changes that. We help brands like Lacoste recognise fans not just for who they are, but for what they do,” said Jason Ang, founder of CONTEN.T.
This shift reflects a broader trend in the fashion industry, where brand experiences are extending beyond traditional retail into lifestyle spaces such as cafés, restaurants, and resorts. With the lines between physical and digital engagement increasingly blurred, Lacoste is moving away from broad targeting strategies in favour of cultivating genuine fan relationships.
“Lacoste has always been more than a fashion label; it represents movement and tennis. Through SUPERFAN, we’re finally able to give our community a voice, a presence, and recognition for their actions, not just their clicks,” said the marketing team for Lacoste Asia-Pacific.
Lacoste’s mobile tennis game app is currently available across key markets in Asia, including Hong Kong, Singapore, Malaysia, Thailand, the Philippines, Indonesia, and Vietnam.
