Le Coq Sportif adopts local non-sport positioning
French clothing label Le Coq Sportif has launched a new campaign featuring local sports stars, indie bands and everyday people.
‘Friends of Le Coq’ marks a new era for the brand in Australia as it positions itself alongside lifestyle, music and culture as well as traditional sports.
The global campaign has incorporated local talents such as rugby players Drew Mitchell and Tatfu Polota-Nau, indie band Cadillac, “James of Future Classic music label, bicycle enthusiasts like “Jack” a Sydney bike polo player and “Elise” of Chappelli Cycles.
Charles Hurtebize, Le Coq Sportif Australia marketing manager said: “We’re so excited to showcase the Australian arm of the global Friends of Le Coq campaign with some of the best names in music and sport. Le Coq Sportif has stayed true to its heritage throughout the 130 years of the brand and we believe this campaign is a fitting celebration of that original, authentic style.”
Friends of Le Coq is running only as a window and point of sale campaign at Pitt Street Flagship store and also in the clothing store Glue, one of Le Coq Sportif’s main stockists with no plans at this stage for advertising.
I know a lot of people who are friends of Le Coq.
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{Shameless plug} if anyone out there wants to either meet the lovely Jack or to come play Bike Polo, then we play every Thursday evening and Sunday afternoon in Alexandria park on the basketball court. It’s good fun, free, and a lot more sedate than you might think, outside of tournaments anyway (look how well Jack keeps his good looks!). Girls, boys, young and old, all welcome and we’ve bikes you can borrow. http://www.goalhole.com will set you off, we’re Sydney, but there are groups in all capital cities.
As for the point of the article, it’s great to use local people, and interesting to see Le Coq’s rebrand – they gave away some of the stuff at a recent polo tourney, and it’s really rather nice actually. To be fair the posters have also been spotted in their Melbourne store, but there we go! Just hope the council don’t take offence to someone being spotted on a bike whilst not wearing a helmet – ooooh, risque!
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Did they actually say Friends of Le Coq?
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this work is going to go down a treat in Oxford st.. ‘friends of le coq’…???
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