Article: LE COQ SPORTIF TAPS HERITAGE WITH U.S. RELAUNCH.

Article from:
WWD
Article date:
August 15, 2007
Copyright

Le Coq Sportif is taking another crack at resuscitating its brand.

Under new owners, the French sportswear company hopes to find the footing it lost over the last two decades by keeping the distribution small and making the women's and men's sportswear, activewear and footwear true to its heritage.

"Our formula is sport plus France plus fashion equals Le Coq Sportif," said Tim McCool, chief executive officer of Le Coq Sportif's Portland, Ore.-based North American subsidiary.

Founded as a family business in France in 1882, its iconic logo of a rooster set within a triangle helped it grow into a popular sports apparel brand by the Fifties. In the ...

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