Related stories

Beijing's Xiushui Market to Be Demolished French "Champion" opens in Beijing Shoppers, Diners, Drivers Buy Out City Stores Beijing to Build Internationall Food Street Prices to Level Off in October

LE COQ SPORTIF, A Cockerel That Loves Sports

The name of Le Coq Sportif, and its logo of a cockerel in a triangle, is probably not strange to business people that love golf, as many of them wear the brand’s T-shirts, pants and shoes when they play golf. In 2008, fans of this brand will encounter more of its stores in Beijing as it is planning to open outlets in the Shin Kong Place and Intime Lotteh, in addition to its existing outlets in the Lufthansa Centre Shopping Mall and Lufthansa Centre-Jinyuan.

Le Coq Sportif, a French phrase that means “a cockerel that loves sport,” is virtually a French “time-honoured brand” that produces sportswear and sports goods.

Le Coq Sportif was born in France in 1882. Its originator, Emile Camuset, started a knitwear business that concentrated on athletic running shirts and started providing shirts to the local sports clubs. But it was not until 1948 that the “cockerel” mark was employed as a symbol of quality.

Over the years, Le Coq Sportif gained popularity for its high-quality and its involvement in sponsoring many famous sports events. The “cockerel” mark has been widely used by French national teams in various sporting fields.

In 1910, the national soccer team of France wore the image during the World Cup. In 1951, it was seen during the “Tour de France.” And in the 1960 Rome Olympic Games, it was worn by the French national track and field team. Ever since, the world has been familiar with this “cockerel.” In 1982, the French national soccer team won the World Cup in the Le Coq Sportif clothing.

In 1990, the Japanese company Descente acquired Le Coq Sportif’s trademark for use in Southeast Asia, and the “Cockerel” began its journey in Asia. Le Coq Sportif has three series in Japan—Sportif, Golf Collection and Nurse, which cater to the different tastes of young people, business people and nurses.

法国雄鸡

“鸣响”高尔夫服饰的时尚语言

文/薛京晶

如同美国人认为他们对全世界的安全、民主与自由负有一种责任，法国认为他们对全世界的时尚文化也负有责任。他们以公鸡为民族图腾，反映的是“激情创造浪漫”的生活哲学，正是这种哲学缔造了巴黎领先世界潮流的时尚大典。在法国人眼中，公鸡自古就与体育运动有着不可割舍的姻缘，法国在现代世界体育盛会上所取得的举世瞩目的成就，无一不是傲然奋进的公鸡一样的民族性格所驱使。当有法国人驰骋于世界体育运动赛事的时候，随处可见的公鸡就是这个激情浪漫的民族鼓舞士气、自我张扬的醒目方式。

坚持浪漫运动的时尚路线

19世纪末，法国塞纳河畔，温情裁缝儒勒·达索开始了三角图腾的浪漫传说，他用三角形象征他自己与2个子女的亲密关系，开始了在运动服装领域的设计和探索之路。

1882年，法国的美丽亚斯衣料制造商艾米鲁卡缪哲先生以法国的国鸟——公鸡为标志，创立了“雄鸡”(Le Coq Sportif)这个品牌。随后的百余年里，法国雄鸡品牌虽几经变革，却始终坚持浪漫运动的时尚路线，伴随着法国现代体育运动的崛起和发展。自2003年秋冬季法国雄鸡高尔夫系列进入中国市场以后，先后在上海、北京等一线城市登陆，以其高品质的运动休闲服饰深受众多年轻人的喜爱。

事实上，这只酷爱运动的小公鸡，连续数十年与环法赛事相依相伴，几十载春秋与法国足球风雨与共，她以温情的三角形图腾感染了历代法国自行车、足球运动员，也使它成为法国时尚运动文化的终极代言品牌。

可以说，法国公鸡既是时尚与体育的最佳组合，也是个性、激情、文化、狂野的完美融合。多年来，法国公鸡长期坚持的体育与时尚双生相映的独特设计理念，始终为欧洲时尚界所津津乐道。