After captivating the French public last summer, this tricolor brand of accessories, shoes, and clothing quickly fell from grace. It faced mounting challenges that placed it in significant jeopardy. However, it was ultimately rescued in early July.
A Turbulent Journey Through Fashion and Time
This is the tumultuous story of a fashion brand that has spanned generations and centuries without ever losing its appeal. A staple in French ready-to-wear, this brand, born in 1882 in Romilly-sur-Seine, has made a name for itself with its emblematic animal, a symbol of France from its inception. It’s loved for its athletic and stylish sneakers, timeless clothing and chic sportswear, preppy-style polos, and slightly chauvinistic identity—to the point that almost everyone has at least one piece from this brand in their wardrobe. Active in sports, it brands accessories, footwear, and official jerseys for the rugby team, as well as for the Olympic and Paralympic Games. During the summer, French fans clamor for its T-shirts, polos, sweatshirts, pants, and tracksuits in support of the national team.
But while it proudly appears on all race bibs and seems to be at the peak of its glory, behind closed doors, a different story unfolds. All smiles in front of the camera, the brand is actually struggling… The other side of the coin. The Paris 2024 Olympics, expected to boost visibility and success for the French brand, actually exacerbate its financial woes and cap off a dark period that began in the 1990s. Clearly, this brand is none other than Le Coq Sportif.
After experiencing a brief resurgence on the international stage during the Olympics, the brand ultimately collapsed two months later, in November 2024. Its parent company, Airesis, requested bankruptcy protection. However, last Friday, after eight months of total uncertainty, hope was restored: the Paris Economic Activities Court approved a takeover offer led by several seasoned businessmen. Among them were Dan Mamane, known for turning around Conforama in Switzerland, and Alexandre Fauvet, former executive at Lacoste and co-founder of Fusalp. This acquisition importantly allows for “the retention of 201 jobs” out of the 300 at risk.
They were chosen over a proposal presented by Xavier Niel, Teddy Riner, the Iconix group – owner of brands like Lee Cooper and Umbro – and Marc-Henri Beausire, the current head of Airesis. Their strategy? “To establish themselves as a benchmark for French style and sport.” Their goal? To generate 300 million euros by 2030. More developments are expected…
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.