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In photos, the very symbolic outfits signed Le Coq Sportif for French athletes at the Beijing Olympics

2022-01-14T11:47:02.337Z


Three weeks before the start of the Beijing Winter Games, the outfits worn by French athletes already have a little flavor of victory.


One could almost speak of a revenge.

Fifty years after having dressed the French team at the Olympic Games, Le Coq Sportif is reuniting with French athletes this winter in Beijing.

A triumphant return for the French equipment manufacturer.

Because if the brand was chosen by the organizing committee of the Paris 2024 Olympics to dress athletes by winning the call for tenders in March 2020, before that it encountered many challenges.

After having known glory with Yannick Noah during his victory at Roland-Garros in 1983, traveling the roads of the Tour de France, or being able to impose his emblematic logo on the rings and in the stadiums, the brand almost disappeared at the beginning of the 2000s. Relocation to Asia, declining image, slump in sales... It took a Swiss investor, Robert-Louis Dreyfus's Airesis fund, in 2005, to overcome the series of management errors and once again face up to voracious competition (Nike and Adidas in the lead). The fund is betting on made in France by reinvesting in the historic cradle of Romilly-sur-Seine, in Aube, abandoned in favor of Asian production at the end of the 1980s. The argument will have convinced the Olympic Committee to launch a new contractclothing with the claw. French Olympic and Paralympic athletes will now wear the outfits of the equipment manufacturer during moments of representation, in the Olympic Village, during award ceremonies, medal ceremonies (podium), or on their various trips.

“The choice of Le Coq Sportif rewards the expertise of a historical partner of French sport which was already the equipment supplier of the French delegation to the Paris 1924 Games, explains Marlène Masure, executive director of commercial development and marketing for Paris 2024. We have decided to continue the adventure with this committed brand which stands out in particular for its strong territorial roots which allow the creation of local jobs in France.”

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Hooded parka in the colors of the French flag.

Le Coq Sportif / Photo Press

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Low sneakers in the colors of the French flag.

Le Coq Sportif / Photo Press

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Navy blue polo shirt flocked with the Le Coq Sportif logo and that of the French team at the Olympic Games.

Le Coq Sportif / Photo Press

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

A pair of navy blue gloves.

Le Coq Sportif / Photo Press

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses the French athletes at the Winter Olympics in Beijing

Le Coq Sportif dresses French athletes for the Winter Olympics in Beijing

See the slideshow

17 pictures

winding path

To develop this collection, the brand relied on the advice and feedback from its sports ambassadors: Yannick Noah, Clarisse Agbégnénou, Tony Yoka, Axelle Etienne, Lauren Rembi and Frédéric Michalak.

The majority of the clothing features the colors of the French flag, the lines of which are taken from a sketch drawn by Clarisse Agbégnénou, Tokyo 2020 flag bearer and double Olympic gold medalist in judo.

They thus expose the winding path of athletes to achieve victory.

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Source: lefigaro

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