Le Coq Sportif souhaite faire sourire les amateurs de sport

A l’approche du début du tournoi de Roland Garros, Le Coq Sportif, qui s’implique dans le milieu du tennis a organisé une soirée en compagnie de Richard Gasquet et Yannick Noah, égéries de la marque. Pour Le Coq Sportif, le tennis est un sport symbole d’élégance, qui véhicule ses valeurs et dans lequel la marque souhaite s’engager pleinement aux côtés des professionnels comme des amateurs.

Photocall le coq sportif R. Gasquet & Y. Noah 2

Cet événement était l’occasion de présenter l’animation mise en place pour la durée du tournoi de Roland Garros : Le Coq Tennis Touch. Le principe est simple : une cible, un arbitre, une machine à balles… le but est d’effectuer le geste idéal afin de scorer. Le résultat à battre était celui de Richard Gasquet qui a réalisé un 9/10. Cette animation sera présente dans les rues de la capitale du samedi 24 au 31 mai.

tennis_touch-660x439

court

Cette opération s’inscrit dans la stratégie adoptée par Le Coq Sportif, à savoir le retour au sport. Souriez c’est du sport est la campagne dédiée à cet axe de communication très visuel.

souriez

Le Coq Sportif est une marque qui a connu différentes stratégies comme l’explique Frank Heissat, Directeur Général Le Coq Sportif, dans l’émission A vos Marques sur BFM Business le 18 mai.

« Il est normal que des marques aussi anciennes aient des cycles de vie différents, Le Coq Sportif n’a pas échappé à cette logique. D’une marque de sport, Le Coq Sportif a évolué vers un univers plus lifestyle, l’idée c’est de remettre le sport au cœur de la stratégie. (…) On reste premium, c’est la volonté, notre mission c’est de combiner la performance sportive avec une élégance naturelle, à la Française, qui se traduit dans les produits, la communication. Le retour à la performance se fera via le cyclisme, le tennis et bientôt le football. »

Après avoir été aspiré par Adidas dans les années 90 suite au rachat de la marque par ce géant international, le retour aux sources semble être l’un des axes privilégiés par Le Coq Sportif depuis qu’Airesis est devenu actionnaire majoritaire fin 2005. Pour rappel, la marque est le partenaire historique de Yannick Noah, seul Français à avoir remporté Roland Garros (1983), en 1960 Le Coq Sportif est l’équipementier de l’Equipe de France aux Jeux Olympiques de Rome, de nombreuses équipes de sport étaient partenaires de la marque comme le XV de France, l’AS Saint Etienne, le PSG, l’équipe de football d’Argentine et d’Italie…

Aujourd’hui, la marque attend la décision de Richard Gasquet quant à sa participation à Roland Garros qui pourrait être compromise à cause de douleurs. La visibilité de la marque au niveau international dépend de ce que va décider le sportif. La prochaine étape, le Tour de France.

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