Le Coq Sportif has made itself heard for the first time since its acquisition in July. On October 29, the sportswear brand unveiled the collection that will be worn by the French Olympic and Paralympic Team at Milan-Cortina. Made possible by a contract renewed by the French National Olympic and Sports Committee (CNOSF) and the French Paralympic and Sports Committee (CPSF), this presence at the upcoming Winter Olympics will give Le Coq Sportif a fresh platform for visibility.

The Winter Olympics collection is divided into three categories: Village, with graphic pieces (hybrid hoodie, “maillot français” T-shirt and sherpa); Interview, with a retro-chic silhouette in frosted blue, inspired by the 1976 archives; Podium & Ceremony, with elegant pieces (beige marl duffle coat, safari-style puffer jacket, Vibram outdoor boots). These pieces will be available to the general public from November 14.

News from Le Coq

After its reinterpretation of the tricolour flag for the Paris 2024 Olympics, Le Coq Sportif does so again. This time, the same flag is represented by a “visual reminiscent of a topographic map”, created by rubbing tricolour pigments onto crumpled fabric before spray-painting it. The collection will be worn by 200 athletes, 300 staff members and 350 officials representing the six federations present with the French delegation (ski, ice sports, ice hockey, roller and skateboarding, mountain sports and climbing, and parasport).

The announcement ends the silence that followed the takeover of the brand by a consortium led by Franco-Swiss businessman Dan Mamane last July. Alongside him is Alexandre Fauvet, a former Lacoste executive and co-founder and partner of Fusalp, who has become the brand’s chief executive. The consortium is backed by the Mirabaud Patrimoine Vivant fund, the Japanese group Itochu (owner of the Le Coq Sportif brand in Asia), as well as the involvement of Udi Avshalom, former chief operating officer of Adidas, who will become the brand’s global strategic adviser.

Niel, Riner and Beausire in the running before the takeover

The proposed takeover, selected by the economic affairs court, provides for an investment of €70 million, the reduction of 89 to 94 jobs out of a total workforce of 359 and, above all, expansion into international markets, particularly in North America. The new owners aim to reach €300 million in revenue by 2030.

Also in the running prior to the takeover, billionaire Xavier Niel, judoka Teddy Riner, Marc-Henri Beausire and their consortium saw their bid rejected. The latter, now the former owner of Le Coq Sportif, denounced “an opaque receivership process” and an “abrupt” end following the decision of the economic affairs court.