Lacoste and Daniil Medvedev created a signature logo for the tennis player.
The Daniil Medvedev connection to gaming went mainstream after an on-court celebration following his win at the 2021 U.S. Open offered a nod to the popular FIFA video game. That love of gaming took a new step with Medvedev and Lacoste revealing the current World No. 8’s signature logo.
Kicking off 2023 and the Australian Open, Medvedev’s Lacoste kit will now feature his new logo. The mark will also make an appearance on his Lacoste shoes and his Tecnifibre racket (Tecnifibre is owned by Lacoste).
The Daniil Medvedev signature logo from Lacoste.
Lacoste says that the logo is “largely inspired by the codes of gaming” and that the design of the mark “perfectly characterizes the personality of Daniil whether on or off court.”
Meant to mimic the look of a gaming controller, the four key parts of the mark feature a “D” on the left and an “M” on the right, on obvious tie to the tennis star’s initials. Below the initials come two lines, which are meant to symbolize the two “i’s” in Daniil. On the top is a circle, representing a tennis ball. Below the controller-shaped design is written “Daniil M.”
The new Daniil Medvedev logo from Lacoste will adorn his shoes during the Australian Open.
“This new logo on this dedicated collection is a real pride for me,” Medvedev says ahead of the Australian Open. “It’s the first time a partner has offered it to me. It was a real team effort with the Lacoste creative studio. It perfectly reflects all my passions: tennis with the circle, for example, which evokes the tennis ball and gaming.”
Medvedev debuts the logo during the Australian Open, where the mark makes an appearance on a cap, polo shirt, T-shirt, and shoes. He will also have the logo stenciled on the strings of his racket.
Daniil Medvedev has been with Lacoste since 2019.
“I hope that this personalized logo on my clothing line will bring me success for the 2023 season,” Medvedev says. “It will also be an extra pressure, but I really have the ambition to deliver better tennis this season with the new customized silhouettes.”
Lacoste will make the logo-adorned collection available at retail.
Medvedev signed with Lacoste in 2019, already having played with a Tecnifibre racket. The French brand then unveiled a new on-court performance tennis shoe in 2021, and Medvedev served as the face of the launch. He continues to wear Lacoste apparel and footwear and play with the new Tecnifibre T-Fight 305 frame.
Source: https://www.forbes.com/sites/timnewcomb/2023/01/16/lacoste-debuts-signature-daniil-medvedev-logo/