Lacoste wanted to go one step further by showing that Paralympic champions could compete with Olympic athletes under the same conditions. So, on Sunday 1st August at 3.30am Paris time, the Paralympic champion, Laurent Chardard could take part in real time and distance in the 50m freestyle swimming final in Tokyo, against his “able-bodied” competitors. This race was also the opportunity for the brand to reaffirm its message: “the brand supports one and the same French team and demonstrates that advertisers can be actors of change and open the way up for a field of possibilities”.
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