Brands: Lacoste's Riposte

How the once flailing French brand regained its mojo in the U.S., even if Andy Roddick didn't

Sure, Andy Roddick and his splashy American Express "Mojo" ad campaign got bounced out of the u.s. open. but his clothing sponsor, Lacoste, had a great tournament. The little green crocodile not only showed up on tennis togs of French pros like Richard Gasquet and Natalie Dechy but was also worn by celebs and many upmarket fans who descended on Flushing Meadows, N.Y.

Lacoste's popularity at the Open--the elegant croc outcooled the oversized pony of official sponsor Polo in straight sets--was emblematic of the brand's astonishing turnaround over the past three years under the tutelage of Robert Siegel, who took over...

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