Lacoste Canada has launched “The Croc Gives Back,” a cause-marketing campaign that supports Right to Play’s Promoting Life-skills in Aboriginal Youth (PLAY) program.
The fundraising initiative will be held at Lacoste’s 14 boutiques across Canada until Dec. 31, as well as on the brand’s Canadian e-commerce website.
Lacoste will donate $5 from the sale of each “L1212” original polo to Right to Play, a Toronto-based organization that uses the power of play to educate and empower children facing adversity. The PLAY program is partnered with First Nations communities and urban Aboriginal organizations across Ontario and Manitoba.
“We wanted to find a program that fit our core values, which are about authenticity, elegance and joy of life,” said Nicolas Raybaud, CEO of Lacoste Canada. “[Lacoste and Right to Play’s] core values are quite close and both companies are very into kids development so it [made sense] to work together.”
Lacoste Canada’s goal is to raise more than $10,000 to support the PLAY Youth Symposium, a youth leadership event to be held three times in 2015.
The partnership is being supported by Paris-based Fondation Lacoste, the company’s charitable arm that focuses on making sport (particularly golf and tennis) accessible to underprivileged youth. Fondation Lacoste will contribute an additional 10,000 euros to Right to Play.
V.V. Events & Communication sis managing public relations.
