Le Coq Sportif Unveils Milan-Cortina 2026 Olympic Collection Post-Acquisition

Le Coq Sportif has marked its first public statement since its acquisition in July, revealing the official collection for the French Olympic and Paralympic Team at the upcoming Milan-Cortina 2026 Winter Olympics. This significant unveiling on October 29 highlights a renewed contract with the French National Olympic and Sports Committee (CNOSF) and the French Paralympic and Sports Committee (CPSF), providing a crucial platform for enhanced brand visibility on the international stage.

The Winter Olympics collection is thoughtfully structured into three distinct categories designed to cater to various athlete needs and occasions. The "Village" category features graphic, hybrid pieces, including a unique hoodie, a "maillot français" T-shirt, and a cozy sherpa. For more formal settings, the "Interview" category offers a retro-chic aesthetic, drawing inspiration from the brand's 1976 archives with a sophisticated frosted blue palette. Finally, the "Podium & Ceremony" category presents elegant attire, such as a beige marl duffle coat, a safari-style puffer jacket, and durable Vibram outdoor boots. These exclusive pieces will be accessible to the general public starting November 14.

Continuing its tradition of innovative design, Le Coq Sportif once again reinterprets the iconic tricolour flag, following its successful rendition for the Paris 2024 Olympics. For Milan-Cortina, the flag is represented through a distinctive "visual reminiscent of a topographic map," achieved by applying tricolour pigments onto crumpled fabric before spray-painting. This comprehensive collection is set to outfit 200 athletes, 300 staff members, and 350 officials across six federations participating in the French delegation: ski, ice sports, ice hockey, roller and skateboarding, mountain sports and climbing, and parasport.

This pivotal announcement also concludes the period of silence that followed the brand's acquisition last July by a consortium spearheaded by Franco-Swiss businessman Dan Mamane. The new leadership team includes Alexandre Fauvet, a former Lacoste executive and co-founder of Fusalp, who has been appointed as the brand's chief executive, signaling a strategic shift for Le Coq Sportif.

The consortium benefits from robust backing, including the Mirabaud Patrimoine Vivant fund and the Japanese group Itochu, which holds the Le Coq Sportif brand rights in Asia. Furthermore, the expertise of Udi Avshalom, former chief operating officer of Adidas, has been enlisted, with Avshalom stepping in as the brand's global strategic adviser, reinforcing the new ownership's commitment to international growth and market penetration.

The takeover plan, which received approval from the economic affairs court, includes a substantial investment of €70 million. While this restructuring involves a reduction of 89 to 94 jobs from a total workforce of 359, its primary objective is ambitious expansion into international markets, with a particular focus on North America. The new owners have set an ambitious target of achieving €300 million in revenue by 2030, underscoring their vision for significant global growth.

Prior to the final decision, a competing bid from a consortium involving billionaire Xavier Niel, judoka Teddy Riner, and Marc-Henri Beausire was ultimately rejected. Marc-Henri Beausire, the now former owner of Le Coq Sportif, publicly expressed his strong disapproval of the outcome, criticizing what he described as an "opaque receivership process" and an "abrupt" conclusion to the court's decision.