Lacoste’s “Save Our Species” campaign was one of the best examples of brand purpose from last year, leading it to win a well-deserved Creativity's Best Work for Good award 2019. This year, Lacoste is again teaming up with the International Union for Conservation of Nature (IUCN) and is furthering its commitment to wildlife conservation with a second edition of the campaign, which coincides with the International Day for Biological Diversity on May 22. The retailer will be spotlighting the plight of ten new threatened species online and in a number of its stores across the world for one day. The Brand will be replacing the “crocodile” emblem for a limited-edition collection of white polo shirts with these endangered species— Paris-The Iberian Lynx– 589 specimens left, London-The Yemeni Mouse-Tailed Bat– 150 specimens left, Los Angeles- The Opal Goodeid– 150 specimens left, Tokyo-The Northern Hairy-Nosed Wombat– 115 specimens left, Miami- The Mountain Chicken– 132 specimens left, Berlin-The Addax– 90 specimens left, Shanghai-The Cebu Damselfly– 50 specimens left, New York-The North Atlantic Right Whale– 444 specimens left, Seoul-The Moheli Scops Owl– 400 specimens left and on its Online Stores-The Hawaiian Monk Seal– 1,400 specimens left, creating 3,520 polo shirts for each of the 3,520 specimens estimated to be left in the wild. The Official Website of Lacoste announced that “all profits from Wednesday, May 22nd will help IUCN’s efforts to conserve wildlife.”

To mark the Biological Diversity on May 22, the Brand will produce each of the 10 designs in limited numbers, reflecting the remaining population size of each species in the wild. For instance, in Seoul, there will be just 400 polos featuring the Moheli Scops Owl, which is native to the Comoro Islands and for its New York store, Lacoste is producing only 444 polos with the North Atlantic right whale logo.