Le Coq Sportif, which equipped athletes during the biggest event in the world, is in receivership. The brand had been in difficulty for several years and the Olympic Games failed to save it. Its sales increased by only 30%, because management failed to make the rooster the king of the barnyard abroad.
The existence of the iconic brand has been intertwined with that of our athletes for nearly 150 years. But the parent company is reassuring in a press release: “Le Coq Sportif relies on this procedure to respond to the challenges (…) while wanting to protect its 330 employees”she writes. In Romilly-sur-Seine (Aube), where the headquarters are located, residents are worried about the closure of the factory. The disappearance of the brand would also embarrass the Olympic committee because it has chosen Le Coq Sportif once again to equip athletes for the Winter Games in 15 months.
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