Atlanta Rapper J.I.D Brings His Forever Story to Lacoste as Global Footwear Ambassador
Growing up in a city where lyrical and stylistic finesse are a dime a dozen, J.I.D’s game is at another level. Hailing from rap mecca Atlanta, Georgia, the 33-year-old artist has been busy jetting from one side of the globe to the other, performing breakneck tracks from his latest LP, Forever And A Day. After swapping a college football career for rap, J.I.D has managed to dodge the early Kendrick comparisons and successfully carve his own path. His verbal dexterity and rapid-fire flows have earned him over 22 million monthly listeners, his fair share of critical acclaim, and multiple Billboard stays. With a penchant for comfy yet fly ’fits, J.I.D is exactly the right face for a heritage brand, especially one with roots in sport.
thought so too, tapping the rapper as their Global Footwear Ambassador. What’s more, J.I.D is now debuting Lacoste’s new silhouette – a model that blends Lacoste’s sporting pedigree with fashion-forward influences and continues the long-running L00 line. It comes correct with metallic detailing and a clean, running-inspired aesthetic that both pay homage to Lacoste’s sportswear beginnings. Founded by tennis star René Lacoste in 1933, Lacoste set the tone for sports-luxe style, and the brand soon became a pioneer of the scene. With their rise to sartorial eminence, Lacoste have lured rappers like Arsenik, A$AP Nast and to luxurious court ’fits and preppy stylings, making a link-up between the Crocodile and J.I.D the perfect match.
To celebrate J.I.D’s new role and the launch of the Lacoste L003 2K24, we hooked up with the Atlanta rapper to chat about curating his own personal style, on-stage outfits, and the very first Lacoste item he ever saw: his grandfather’s vintage burgundy cardigan.
What’s your first memory of the Lacoste brand?
When my grandfather passed, we were going through his clothes and possessions. He had this burgundy Lacoste sweater with the little crocodile logo. The size was super small because he was this very lean guy. So when I was like 13 years old, I remember I had to dress up, and that was the first cardigan I ever owned. It was super vintage. The piece has to be older than me. He was almost 90 years old when he passed. The memory is so vivid in my mind.
The connection goes way back then! Looking forward, tell us about the latest collection and the new L003 2K24.
The new Lacoste collection is dope. I’m all about thread counts and fine materials that feel good against my skin. Everything that I tried on feels good and looks really good. I’m just excited to be part of it for real, and the L003 2K24 is definitely comfortable. They’re a switch-up from previous shoes I’ve seen from Lacoste, as they feel like a futuristic upgrade with the metallic detailing and laser-fast running aesthetic. I’ll be pairing these with all kinds of swag since they’re so versatile and fit for any kind of playground. The soles are also really dope and I’m enjoying the lift – especially with the anti-slip spikes down below. You don’t want to be caught slipping on stage! I feel like the model is in constant speed and motion, like myself, but it also has that effortless element that the French always nail.
Why do you think Lacoste and hip hop have such a strong connection historically?
It could just be the style. Lacoste reminds me of the clothes you saw on the block when you’re chilling as a kid. The brand always has different swags. You can dress preppy with it; you can go a lot of different directions. I think that’s why Lacoste and rap meshes so well. Hip hop is all about style and expressing yourself, and Lacoste represents that entirely.
Absolutely, the options are limitless. On that note, where do you look for stylistic inspiration and how do you go about curating your on-stage fits?
My style usually comes from how I’m feeling that day. It’s always different. I could be emo one day and another day I might be feeling like a rockstar or sporty. It just depends on how I wake up in the morning and how ‘visible’ I want to feel. Sometimes, I don’t want to be ‘seen’, so I wear something casual. I actually wear black a lot for that reason alone.
If I’m performing, it’s a completely different thing. When I’m on stage, it’s more about taking clothes off [laughs]. I get as comfortable as I can. While outfits usually start with what’s going on with the weather, I still go by one rule: if you look good, you can wear anything you want. You could be wearing a hoodie and it’s blazing hot outside – as long as you’re a cool person, you can make it work. For the most part, I need something fly. As long as the piece is fly and durable – and I don’t split a seam – then we’re good. In a moment of performance, your style really needs to grab people's attention.
Can you tell us about the future of the Lacoste partnership?
I think it’s just going to be a great partnership. I like to get fly. This collection is going to inspire a lot of people. After trying everything on today, I feel like the collaboration has started off really strong. As far as my fans and group go, they love the way I dress and wear pieces, so I think this will be really cool for them to see.
Lacoste’s new silhouette, the L003 2K24, is available now. Secure your size and shop Lacoste’s latest sneaker styles at .