International sportswear brand Le Coq Sportif has enlisted a raft of local sport and music identities to take part in a global campaign for fall/winter 2012.
To mark the brand's 130th anniversary, the new campaign will feature Rugby stars Drew Mitchell and Tatafu Polota-Nau, as well as indie band Cadillac and 'real' ambassadors ranging from bicycle enthusiasts to retail store staff.
The global campaign features local talent in each region, with the French component headed up by tennis legend Yannick Noah and his basketball-playing son Joachim Noah.
Le Coq Sportif Australia marketing manager Charles Hurtebize said the campaign harks back to the brand's heritage, which has sponsored sporting stars since its inception in 1882.
This includes creating jerseys for World Cup Champion football teams Argentina (1986) and Italy (1982) as well as continued involvement in Le Tour de France.
“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,” Hurtebize said.
He said the campaign also marks a new era for the brand in Australia, extending its support to the music category. Le Coq Sportif recently partnered with music label Future Classic to create a series of classic French music covers.
LOCAL TOUCH: Global sports brand gets Aussie.
