FWOTD #12: le Coq Sportif

Le coq sportif?

Le Coq Sportif brand was founded in 1882 by a french entrepreneur named Emile Camuset, and was the number one sports brand in Europe during the 70’s and 80’s.
After designing sportswear for football, rugby, athletics and basketball, Camuset makes the first shirt designed for tennis players in 1930.
From the 50’s to the 80’s, winners of each kind of sport were dressed in Le Coq Sportif: football (French Federation of football, Ajax Amsterdam, Michel Platini), tennis (Yannick Noah*, Arthur Ashe), cycling (Tour de France)…
Le Coq Sportif almost disappeared at the end of the 20th century, but the brand intends to reposition itself as the alternative in the sport and mode market.

The “coq gaulois” (gallic rooster) is the french national emblem, and the emblem of French sports teams in international events, such as the French football and rugby teams.
And finally, a quote from french comedian Coluche, explaining why the rooster is the country’s national emblem: “C’est parce que c’est le seul oiseau qui arive à chanter les pieds dans la merde” (“because it’s the only bird that manages to sing with its feet deep in shit.”)

*Yannick Noah, 83 Roland Garros winner, remains the last native to have won the men’s singles title. This title also represents the last time a wooden racquet was used to win a Grand Slam. His son Joakim, Chicago Bulls player is endorsed by Le Coq Sportif.

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