French sports brand Le Coq Sportif, which supplied uniforms to French athletes at the Paris 2024 Olympic Games, is on the brink of bankruptcy. Founded in 1882, the brand is recognized for its contributions to the world of sports and fashion. But now it is going through one of the most difficult periods in its history.
Le Coq Sportif was founded by Emile Camuzet, who transformed a family wool factory into an innovative sports brand. As early as 1929, the company launched an iconic collection of cycling clothing. And in 1939 it presented the first sports uniform in history: the Chandail training suit.
The real success came in the fifties. The brand became the official manufacturer of the yellow jersey of the leaders of the Tour de France. The rooster logo has become a symbol of success in sports. At this time, Le Coq Sportif dressed the French football and rugby teams and even the 1960 Olympic delegation.
In 1966, the brand signed an agreement with Adidas, according to which Le Coq Sportif focused on textiles while Adidas focused on footwear. But in the early 1970s, relations deteriorated. The Camuset family registered the three Adidas stripes as a trademark in France. This caused a legal conflict.
Adidas lost in court, but began a strategic fight. The company signed a contract with cyclist Eddy Merckx to expel Le Coq Sportif from the market. This, together with the mistakes of the brand’s management, caused a crisis.
In the 1980s the situation began to improve. Businessman Andre Guelfi ran the company and agreed to support Adidas. Horst Dassler, head of Adidas, has agreed to buy a stake in Le Coq Sportif and help rebuild the brand. The partnership has paid off. In 1983, tennis player Yannick Noah won Roland Garros wearing the Le Coq Sportif uniform.
But Dassler’s death in 1987 once again caused instability. The company faced financial problems and a change of ownership. In the early 2000s, the brand was able to revive itself by opening new stores, including in Israel.
However, debt obligations caught up with Le Coq Sportif again. In 2023, the brand received a government loan of 10 million euros to cover losses. In the fall of 2024, shareholders who own 75% of the company announced that they were looking for investors. The statement said it was “an opportunity to strengthen the business model and protect jobs.”
The Paris court began the process of restructuring the company. While the future of Le Coq Sportif remains uncertain, hundreds of workers live waiting for their fate to be decided.
Mari kita havek baju Olympic team will deny lain.
Start ngan tuan rumah.
Kaler bendera France di gradient kan. Theme BIeu-Blanc-Rouge dengan warna putih yang prominent. Tampak walaupun untuk sukan of upper class.
Brand: Le Coq Sportif pic.twitter.com/I8xgQbg4uk-Kei (@KeiBasar) June 24, 2024
Cursor previously wrote that the popular brand’s logo has a “hidden message” for customers.
