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The rooster returns to the French Olympic team

 



 

The French sportswear brand, Le Coq Sportif, will outfit the French 2022 Olympic team in Beijing and in the Paris 2024 Olympics. 

 

For the first time in 50 years, the French Olympic team will wear Le Coq Sportif uniforms with the Gallic rooster (cockerel) logo. Emile Camuset established the textile company in Romilly-sur-Seine in 1882, and his grandson Roland Camuset created the sportwear brand Le Coq Sportif in 1948. His wife, 83-year-old Josette Camuset is currently director. 

 

In the company’s heyday, it produced the first Tour de France cycling yellow jersey worn by the race leader in 1951. Tennis greats Arthur Ashe wore the brand in 1975 when he won the Wimbledon singles championship, and Yannick Noah wore the brand when he won at Roland Garros in Paris in 1983. Diego Maradona wore the Gallic rooster when his team won the 1986 World Cup in Argentina, when the brand was a subsidiary of Adidas.

 

In 1987, after the death of Adidas chair Horst Dassler, Le Coq Sportif had a series of owners and its business strength declined. Its Romilly-sur-Seine factory closed in 2000. Marc-Henri Beausire, a Franco-Swiss businessman and his company Airesis, bought Le Coq Sportif in 2005. After several years without progress, Beausire decided to get back to basics and to local production – reconnecting with its orginal family-owned business. Enter Josette Camuset.

 

Beausire renovated the original Romilly-sur-Seine factory. He also wanted Josette Camuset’s Le Coq Sportif archives – every design change, every idea for new clothing lines, and even the evolution of the Gallic rooster logo. He said it was like a jewel that had stayed with Josette for decades. For a share of the business and a seat at the Board, Josette opened up the archives – which was actually a room with dusty boxes, fabric samples, and clothing patterns, as well of Louison Bobet’s Tour de France jerseys, Noah’s white tennis shirts, and Maradona’s top, reports The New York Tmes. 

 

Even though the company lost revenue in 2020 due to the coronavirus pandemic, Beauire intends to expand the factory size and workforce in Romilly. France’s national rugby team will end its contract with Adidas to wear the Le Coq Sportif logo in future. The first time that they will wear the logo will be in their match against New Zealand in September 2023 at the Rugby World Cup to be held in France.

 

When Paris won the right to hold the 2024 Olympic Games, 100 years after the city first hosted the Olympic Games in 1924, Le Coq Sportif sought the contract to outfit the French team - just as it did in 1924 as the Camuset family firm. Now, 90% of its materials will be sourced locally. And they are going ‘new-look vintage’ in ther team design. As Beausire says, ‘We were the Olympic team for France from 1912 to 1972, so it’s absolutely in our DNA.’













MARTINA NICOLLS

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MARTINA NICOLLS  is an international aid and development consultant, and the author  of: The Paris Residences of James Joyce  (2020), Similar But Different in the Animal Kingdom (2017), The Shortness of Life: A Mongolian Lament (2015), Liberia’s Deadest Ends (2012), Bardot’s Comet (2011), Kashmir on a Knife-Edge (2010) and The Sudan Curse (2009).

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