Global Sportswear Industry : Overview
The sportswear market is one of the most fast-growing industries witnessing an unprecedented growth in the past few years. Historically, this market is a very niche market for the professional sporting community, fitness enthusiasts and gym goers. However, catering to the changing trends, sportswear, otherwise said, athleisure wear is now considered a fashion item. Consumers prefer comfort, functionality and style when it comes to sportswear. In that regard, various brands have been able to successfully respond to this changing need by merging fashion and performance.Moreover, factors like rising awareness towards potential health risks, increasing participation in sports events and competitions, the growing popularity of athleisure wear and the adaptation of “work from home” culture post pandemic have contributed to the development of this market. In fact, it is expected that the market will grow at a compound annual growth rate (CAGR) of 4.51% between the years 2021 and 2028.
The Dawn of Le Coq Sportif
Founded in 1882 by Émile Camuset in Romilly-sur-Seine, le Coq Sportif (the athletic rooster) is a French company that manufactures sportswear products in France. Now acting as a subsidiary of Airesis S.A, a Swiss-based investment company, LCS used to be within the woolen industry initially before entering the sportswear business releasing its first catalog in 1929 which included mainly cycling jerseys but also sportswear, casual clothing and footwear. LCS continued to grow between 1930s and 1940s by establishing its presence in the sports apparel market - soccer, cycling and rugby. Between 1950 and 1980, LCS gained international recognition by providing yellow jerseys in the Tour de France, uniforms to the French national soccer team for the 1966 FIFA World Cup in England and sponsorship agreement with the French Olympic committee and famous tennis players to promote the brand. However, due to the financial crisis, the brand was sold to various companies in the late 1980s before its revival in early 2000s wherein LCS renewed its focus on sports sponsorships and collaborations, partnering with cycling teams and athletes as well as soccer clubs like AS Saint-Étienne and the French national team continued to produce a wide range of sportswear and footwear for various sports and lifestyle activities.
The Revival Story : Le Coq Sportif X Adidas
While LCS was becoming France's foremost sports brand, it partnered with Adidas to make three-striped gear in 1966. The partnership required Adidas to focus on footwear and LCS on textiles. Adidas entered the textile industry in the early 1970s to broaden its product line. After discovering that the Camuset family had registered the iconic three stripes symbol in France, Adidas distanced itself from its previous market share, resulting in a legal dispute that threatened LCS's survival. Adidas took legal action against the French company after the lawsuit's negative decision to impair its operations and market presence. Consequently, LCS lost substantial market share due to the Camuset family's hurried decision and poor choices. Thus, Adidas offered to acquire the company, restoring ownership of the iconic three stripes brand in France, as part of the proposed arrangement. Political beliefs prevented the Camusets from accepting. The French government was aware of LCS's dire predicament and chose entrepreneur André Guelfi to take over the company with the goal of rescuing it by entering into a confidential agreement with Adidas to buy a majority stake. Adidas helped LCS regain its prominence in exchange. However, Dassler's demise in 1987 put both firms in danger. After being acquired by French entrepreneur Bernard Tapie, who was involved in a French football match-fixing incident, Le Coq Sportif was sold to US business Brown Shoe. Japanese company Descente acquired LCS rights to create golf items. No cyclists were sponsored by the company in 1999. The company was bought by entrepreneur Oliver Jacques who was later imprisoned for making counterfeit Adidas and Nike products. Finally, in 2005, former Adidas CEO Robert Louis-Dreyfus relaunched the company with the help of Swiss investment firm Airesis after years of financial problems and scandals.
Performance Meets Planet
Having a rich heritage dating back to the 19th century, LCS has successfully been able to resurrect the interest in retro and heritage sportswear by reintroducing the classic designs and collaborating with other brands and designers to create nostalgic collections. Additionally, LCS collaborated with various partners to create limited-edition collections, often resulting in unique and highly sought-after products with an intention to expand globally beyond French roots all while maintaining the French heritage and identity. Consequently, LCS innovated athletic gear equipped with new technologies and material relevant to the products.
While being relevant to the changing trends, LCS mainly focused on sustainability by using eco-friendly materials, reducing waste and improving supply chain sustainability. “Chaussures Végétales” - “Plant Shoes” is one such initiative towards a more natural shoe while reducing the distance between the suppliers and manufacturing plants.
The brand also remains vigilant in terms of production wherein the cotton is dyed using a natural colouring based on foods derived from residues from the food industry, such as turnips or blueberries. The dyeing process uses patented Japanese technologies that take into account environmental issues for a colour that lasts over time.
Conversations
Fashion trends, sports sponsorships, collaborations, and environmental initiatives all played a role in shaping the dialogue surrounding LCS. People talked about its fashion and style, specifically the heritage-inspired designs and how they fit into the larger fashion landscape. The brand's vintage-y yet athletic style was frequently discussed. Brands, designers, and artists working together to create something new and exciting is a proven source of success. Eg. Moon Gayoung X Le Coq Sportif. Finally, controversial renunciation of LCS suppliers and kits by Cameroonian Football Federation remains a topic of discussion in the market.
Rooster’s Emblem
Le Coq Sportif, as the name suggests, represents the national symbol of France, the Gallic Rooster, which was first used by the brand in 1948. The iconic Rooster has been the main figure of the Le Coq Sportif emblem for more than 70 years by now. The emblem has been modified during the brand’s history. The Rooster changes its direction and background, but the silhouette remains almost untouched. The French tricolor palette of the emblem reflects the brand’s patriotism, and makes it elegant and strong.
Evolution of the logo
The brand has a rich heritage, which is reflected in all the visual identity concepts through its history. Its background and roots are the strongest points and biggest values of Le Coq Sportif. Finally, the brand emancipates itself from its historical triangle to open up with panache and elegance to the new horizons.
Rooster’s Mark
The brand is blessed with a natural know-how. They work as much as possible with natural materials, without petroleum derivatives: cotton, leather, vegetable materials based on grape residues. However, some performance garments now require the integration of synthetic compounds, but they always offer a 100% natural fiber alternative to our athletes, clubs or partner federations. This skill being the essence of the brand, LCQ presents a collection inspired by the past and the present. Finally, they provide a colorful and geometric graphic universe thanks to their special local and human know-how.
Positioning
Le Coq Sportif positioned itself as a heritage brand with a strong emphasis on authenticity. It leveraged its long history, dating back to 1882, to appeal to consumers who valued tradition and craftsmanship in sportswear. It has enjoyed an unusually prominent profile as sports began to professionalize. The company, for instance, produced the first official yellow jersey worn by the Tour de France race leader in 1951. The brand's sponsorships of sports teams and events helped reinforce its connection to sports and athletics. The brand positions itself as authentic and genuine, emphasizing its roots in sports and sportsmanship. Le Coq Sportif had a strong presence in Europe, where it had a more established reputation compared to other regions. This regional focus was part of its market strategy. Since March 2020, the brand has been a partner of Paris 2024 and will also become a Premium Partner of the French Olympic and Paralympic Teams from October 2021.
With its rooster logo, the brand has maintained authenticity and history. The French flair gives the clothes a unique and fashion-forward look. Sportswear, footwear, and accessories are meticulously made by the brand. Quality dedication makes it long-lasting and effective. Le Coq Sportif is not as famous as its competitors, but its tradition, elegance, and quality continue to attract individuals who prefer it to mass-market trends.Built on cooperation, the LCS crew shares a family mentality and a desire to improve their sports. Additionally, the brand emphasizes perseverance, battling spirit, and ambition. LCS's primary value, closeness, presents a story of local creation that makes us glad to wear its items. Respect for the rules, opponents, officials, and audience makes sports healthy and competitive. They think no sport is without joy, passion, and pride in their colors and triumphs. They oppose all sports discrimination.
Finally, 140 years later, it is the same spirit of the origins, made of passion, proximity and conviviality, that still drives LCS. Theirhistory and legends, products and quality standards, athletes and clubs, commitments and values all bear witness to this. LE COQ SPORTIF is indeed a committed French sports brand.
Sources
https://en.wikipedia.org/wiki/Le_Coq_Sportif#:~:text=Le%20Coq%20Sportif%20(French%20pronunciation,famous%20rooster%20trademark%20in%201948.
Comments