The French athletic brand is bringing back its slogan from the ‘60s, “le coq sportif, la marque des Tricolores”, on select t-shirts. More than fifty years later, the brand is putting a modern spin on the slogan that made it famous.
Since the 1950s, French athletes have proudly worn France’s national symbol, a rooster. In the same era, the image inspired knitwear maker Émile Camuset, the brand’s founder. The rooster is part of Camuset family lore and became an integral part of le coq sportif’s logo, in varying shapes and sizes.
Today, it has been redesigned as a thin pencil sketch that is both his¬toric and modern, accompanied by one of the brand’s earliest adverti¬sing slogans from the 1960s: “le coq sportif, la marque des Tricolores.” This limited release is full of signi¬ficance and emotion.