Lacoste, which was founded in 1933 by tennis player René Lacoste and is known globally for its famous green crocodile logo, leveraged its status as the supplier of out-of-competition and formal wear to the French Olympic and Paralympic teams at Tokyo 2020 by enabling Paralympic swimmer and brand ambassador Laurent Chardard to compete against the Olympic 50m freestyle finalists in real time to spark a debate about the different treatment of Olympic and Paralympic athletes and celebrate all athletes regardless of difference.
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