Lacoste partners with Kleep for unmatched AI fit precision

Founded in 1933 by tennis champion René Lacoste, the man who put a crocodile on a piqué polo and, in doing so, invented sport-inspired fashion, Lacoste is one of the most recognised brands on earth. The L.12.12 polo remains the canon, but the house today spans ready-to-wear, footwear, leather goods and fragrance, sold in around a hundred countries through boutiques, wholesale and a digital flagship that serves markets with profoundly different sizing cultures. Lacoste sits at a rare intersection: sportswear volume with premium expectations, heritage codes with a young, global customer. Its e-commerce organisation runs accordingly, structured, procurement-driven and allergic to unproven claims. When Lacoste selects a technology partner, it does so through formal competitive processes, on measurable criteria, at the scale of a brand that ships worldwide. Which is precisely how its partnership with Kleep began.

Lacoste's fit problem is the multiplication of its own success. The same polo exists in slim, regular and classic fits; the customer in Hamburg, Atlanta and Paris each brings a different mental model of what their size means; and a global size grid has to reconcile all of it without a fitting room in sight. At Lacoste's volume, every percentage point of sizing hesitation or size-driven returns is industrial in scale. The brand had run sizing technology before and knew the failure modes, generic recommendations that hedge, widgets shoppers ignore, models that treat a shrunk-fit polo and a relaxed chino as the same problem. So Lacoste did what a house of its size should: it ran a formal RFP, put competing vendors through their paces on real criteria, and made clear that whoever won would have to prove themselves again on live traffic before earning a wider rollout. No sentiment, only evidence.

Kleep won Lacoste's RFP in April 2024, prevailing over Fringuant in the final selection. Deployment began where the brand could measure cleanly: France and Germany went live in December 2024, with Kleep's full stack, the two-photo body scan or a short questionnaire to build each shopper's measurement profile, per-garment calibration across Lacoste's fit variants, and a white-label interface that sits quietly inside the brand's design system, returning recommendations in under 250 milliseconds. Then came the checkpoint Lacoste had promised: a structured validation test on live traffic, which the deployment passed in March 2025. Only then did the partnership scale. Between April and May 2025, Lacoste rolled Kleep out across eleven European countries and the United States, taking a two-market pilot to a transatlantic footprint in a matter of weeks, on the strength of measured results rather than momentum.

The trajectory tells the story: an RFP win in April 2024, two markets live by December, validation in March 2025, and eleven European countries plus the US by May 2025, each step earned by the numbers from the one before. The partnership has since widened beyond sizing: in July 2026, AI-generated product videos went live on Lacoste's storefront, bringing motion to product pages at a scale no shoot calendar could match. Lacoste's verdict has also echoed through the market, when Intersport later evaluated its own incumbent, it became the second major retailer to choose Kleep over Fit Analytics, following the precedent Lacoste's process had set. For Kleep, serving a house of this scale is the sternest ongoing test there is: a sizing flow every five seconds across the portfolio in 2026, and one of the world's most famous brands measuring the results market by market.