2000- present – Repositioning/Reinvention – As of July 1st 1999, Lacoste granted the worldwide apparel license for the Lacoste brand to DEVANLAY, until December 31st 2012; license extended until 2025 in March 2000 (Lacoste, 2011) This agreement covered the creation, manufacturing, distribution, merchandising and product advertising for Lacoste apparel.