French fashion retailer Lacoste will give viewers of the 2019 French Open an opportunity to purchase its products during the first NBC televised match of the brand’s ambassador Novak Djokovic.

NBCUniversal will launch its shoppable TV experience with Lacoste during the French Open from Roland-Garros, giving viewers a chance to shop the Lacoste X Novak Djokovic Collection in real time through “on-air shoppable moments”.

Viewers will have the opportunity to purchase the products alongside NBCUniversal stories, shows and sporting events.

According to NBCUniversal, 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.

The shopper will then be taken directly to www.lacoste.com to complete the 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.

“For the first time ever fans can shop the Lacoste X Novak Djokovic Collection while watching him play in real time,” said Josh Feldman, executive vice president, head of Marketing and Advertising Creative, NBCUniversal.

“And this is just the beginning. ShoppableTV will revolutionise the way millions of viewers will watch television and purchase the brands they love across the entire NBCUniversal portfolio.”

NBC will have live coverage of the 2019 French Open from Roland-Garros this weekend.

This story first appeared on our sister site Inside Retail New Zealand.