Lacoste Fragrances x The United Cup

2 - 11 January 2026

Brand etc. started our 2026 events calendar courtside at the United Cup in Sydney, delivering an immersive consumer activation on behalf of Lacoste Fragrances that brought scent, sport and social connection together.

The brief was clear: Create a multi-sensory fragrance discovery experience for the Lacoste Original male and female fragrance family, build an interactive consumer moment with a competitive edge, and design a social-first experience that audiences would want to share.

The result was a high-impact, live activation that ran for the full duration of the United Cup, engaging close to 100,000 spectators as they moved through the precinct day in and day out. From our fragrance discovery pavilion to an interactive pop-up tennis game and a 360-degree camera moment designed for seamless social sharing, the activation invited fans to experience Lacoste

Beyond consumer engagement, we also hosted media and key opinion leaders for an exclusive on-court dining experience, creating a premium money can’t buy experience at one of Australia’s most exciting sporting events.

With thanks to Cosmax Prestige and Lacoste Fragrances for trusting our vision- an unforgettable way to start the year, and a reminder of the power of experiential done well.

#ExperientialMarketing #BrandActivation #LacosteFragrances #UnitedCup #LiveExperiences #brandetc