Context & The Challenge In Egypt, the Nile River faces a multi-faceted and alarming pollution crisis, a situation particularly severe as the river constitutes the country's primary source of potable water.
 

The Partnership & Creative Solution A partnership was established between Lacoste and the VeryNile association to take action toward the river’s preservation.
 

Leveraging the waste collected by the association, the exclusive ‘Sebek Collection’ capsule line was created (named after the Egyptian water deity). The iconic Lacoste crocodile logo was innovatively fashioned from recycled plastic pieces sourced directly from this Nile collection.
 

Ethical Impact & Brand Commitment The campaign was structured to reinforce brand commitment: through the purchase of a polo from this collection, donations are generated and allocated directly to the VeryNile association.
 

This activation successfully married sustainable sourcing with the brand’s heritage, turning an environmental challenge into a distinctive and impactful product design.