For me Lacoste was really a gray, unsexy brand, a strong brand but they didn't invest very much in new things. The following viral and corresponding site changed this view completely. It's all so neatly done, I just love the viral video.
On the site you can do some pretty nice things. things like putting your vision of Tennis in the future on a dynamic wall and it doesn't only put text on the wall it also integrates speech, anyway you'll have to visit to understand.