Le coq sportif dévoile sa nouvelle campagne de marque, « Souriez c’est du sport »

Le coq sportif dévoile aujourd’hui sa nouvelle campagne de marque : « Souriez, c’est du sport ».

En 2014, le coq sportif affine en effet les contours d’une nouvelle stratégie sport, amorcée en 2012 avec le retour de l’équipementier français sur Le Tour de France. Fournisseur des maillots de leaders de l’ensemble des courses à étapes organisées par ASO, le coq sportif est également partenaire en 2014, de l’Etape du Tour et L’Eroica, rendez-vous des passionnés du vélo. 

Aujourd’hui, le coq sportif revient dans le tennis, autre sport emblématique de la marque française, avec le numéro 1 français Richard Gasquet, joueur classé au 9ème rang mondial. Tout comme Yannick Noah, lors de son incroyable victoire à Roland Garros en 1983, Richard Gasquet est équipé de tenues textiles techniques le coq sportif, fabriquées dans l’Atelier le coq sportif de Romilly-sur-Seine.

La nouvelle campagne le coq sportif « Souriez, c’est du sport » met en exergue l’émotion et le plaisir dans le sport. L’équipementier français illustre cette campagne avec une série de visuels reprenant les grands moments marquant son actualité sportive : Le Tour de France, son retour dans le tennis avec Richard Gasquet et la cyclo Italienne L’Eroica.




Lancée simultanément sur l’ensemble de ses marchés le 31 mars 2014, cette campagne de marque se veut plurimédia comprenant un volet affichage extérieur, presse, digital, instore dans l’ensemble des boutiques le coq sportif ainsi que dans celles de ses partenaires.

Un dispositif à la hauteur des ambitions de la marque française qui lance aujourd’hui sa plus grande campagne réalisée depuis 2005.

Ce dispositif est complété par un film manifesto ci-dessous qui reprend les codes de la cible du coq sportif et qui place la marque sur un créneau résolument lifestyle pour préempter une place actuellement laissée libre par les autres équipementiers que sont Nike, adidas ou encore Reebok :

le coq sportif – Souriez, c’est du sport – MANIFESTE from le coq sportif on Vimeo.

« Nous avons voulu exprimer de manière forte et claire notre retour dans le Sport de haut niveau. Le coq sportif renaît parce qu’il est aujourd’hui ce qu’il a toujours été, un équipementier sportif. C’est notre inspiration pour le futur, et cela doit se ressentir dans nos choix, nos collections, nos ambitions. Nous voulons aussi donner notre point de vue ; notre vision est que le Sport doit avant tout être une source de plaisir, qui passe par l’émotion, l’adrénaline ou tout simplement le beau geste, même au plus haut nivewau. La création est pure, les photos reflètent de réels moments de sport, nous avons voulu être le plus vrai possible. » explique Cyril du Cluzeau, Directeur Marketing International le coq sportif.

En France, la campagne débutera dans les numéros datés d’avril des principaux médias masculins et sport. 

Les visuels de la campagne seront également visibles à compter du lundi 31 mars 2014 dans les principales agglomérations et villes de France grâce à un dispositif national outdoor comprenant un focus tout particulier sur Paris, Marseille, Strasbourg, Nantes et Toulouse.  Cette campagne de marque sera également visible en Espagne, en Italie, aux Royaume-Uni.

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