For the first time in the history of the Olympic games, the final of the 50m freestyle brought together nine participants - eight Olympic swimmers, selected for the final and one French Paralympic swimmer, Laurent Chardard. On the 1st August at 3.30am (GMT+2), in a pool dedicated to this unique event, Laurent competed against the world’s best swimmers in Lane 9. The finalists’ progress through the water were tracked by beams of light in real time. To cover this world premiere, a live broadcast of the exceptional race was streamed on August 1st, 2021, at 3:30am (GMT+2) on Lacoste’s Facebook and Instagram accounts. With The 9th lane, Lacoste united Olympic and Paralympic Games and reminded us of the true values of sport.
Lacoste x L9
Client // Lacoste Agency // BETC Prod // L'Ensemble Director // David Dang DOP // Clément Arenou