Lacoste, the French brand famous for its pique polos with the alligator stitched at the chest, is outfitting waiters and concierges who work at trendy NYC hotels and restaurants for free, in a move to reposition its brand.

Like most other companies, Lacoste sponsors professional athletes, including reportedly paying tennis star Andy Roddick more than $5 million annually to wear the brand while competing.

But in a twist, the brand also recently began outfitting noncelebrities, including the wait staff, bus boys and valets at the Hamptons location of Nobu — the upscale Japanese restaurant chain co-owned by Robert De Niro — in clothing featuring the Lacoste logo, an open-jawed crocodile. Andrew Adam Newman/The New York Times.

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