Lacoste began by producing revolutionary tennis shirts worn by René himself, alongside golf and sailing shirts. By 1951, they expanded their range with colored shirts and started exporting to the US, where they became known as "The status symbol of the competent sportsman."

In 1963, René patented the first tubular steel tennis racquet, a game-changing innovation that replaced traditional wooden racquets. While marketed as a Lacoste product in Europe, it gained massive success in the US as the Wilson T-2000, distributed by Wilson Sporting Goods.

That same year, Bernard Lacoste succeeded his father as President, steering the brand’s growth to sell around 300,000 products annually. Lacoste’s popularity surged in the late 1970s and 1980s, becoming a staple of the "preppy wardrobe" in America. The brand diversified into footwear, perfumes, glasses, and watches, further cementing its global appeal.

In recent years, Lacoste has undergone a revival, working with French designer Christophe Lemaire to modernize its sports and fashion lines. Collaborations with tennis stars Andy Roddick and John Isner, and golfer José María Olazábal have further boosted its visibility in the sports world.

In 2005, Bernard Lacoste passed the Presidency to his younger brother Michel due to illness. Michel continues the Lacoste family's passion for their brand, which is now sold in over 110 countries and produces over 50 million products annually.