Novak Djokovic Lacoste
by Stephen Garner

NBCUniversal will air the first official ShoppableTV experience with Lacoste from the 2019 French Open from Roland-Garros during the first NBC televised match of Lacoste’s brand ambassador Novak Djokovic. The experience will feature a unique platform to shop the Lacoste X Novak Djokovic Collection in real time. 

ShoppableTV is a new offering from NBCUniversal that creates a seamless shopping experience, giving viewers the opportunity to purchase products alongside their favorite NBCUniversal stories, shows, and sporting events.

With the launch of ShoppableTV, NBCUniversal is redefining the purchase funnel for its partners, delivering every stage—from awareness to purchase—in a matter of minutes. This is the first time this technology will be used on national television to activate direct sales, combining the scale and reach of television and the ease of e-commerce to reinvent the commerce experience. 

Throughout Djokovic’s televised matches, NBC Sports will alert viewers to hold their phone cameras up to the screen during an “On-Air Shoppable Moment” to purchase pieces from the Lacoste X Novak Djokovic Collection. They then will be taken directly to to complete their purchase. Djokovic will wear two statement outfits – one in bright orange and one in black and white, which will be available through ShoppableTV alongside other pieces in the collection.

“We are thrilled to officially launch ShoppableTV by pairing two iconic brands: Lacoste and the French Open,” said Josh Feldman, executive vice president, head of marketing and advertising creative, NBCUniversal. “For the first time ever, fans can shop the Lacoste X Novak Djokovic Collection while watching him play in real time. And this is just the beginning. ShoppableTV will revolutionize the way millions of viewers will watch television and purchase the brands they love across the entire NBCUniversal portfolio.”