Le Coq Sportif has appointed Rodolphe Salasca as Chief Commercial Officer. The retail veteran brings experience from Boardriders, VF Corp. and Nike, and served as Le Coq Sportif’s Managing Director for France from 2011 to 2013.
Le Coq Sportif is now in Franco-Swiss hands. In July, the management of the Historic French sportswear brand was awarded by the Court of Economic Activities in Paris to a consortium led by Franco-Swiss businessman Dan Mamane. The troubled brand had been in bankruptcy proceedings since November 2024.
“My mission is to lead the brand’s global commercial strategy, accelerating its international growth and strategic repositioning while supporting merchandising function to reshape a product offer that connects people back with culture and style and male [sic] Le Coq Sportif the cultural and athletic voice of a new generation,” said Salasca in a LinkedIn post.
Most recently, Salasca served for two years, from 2022 to 2024, as Vice President of Sales for EMEA at Boardriders Group. Prior to that, he spent more than eight years at VF Corporation, with roles including Country Director of France for the Vans brand, Sales Director for EMEA and Vice President of Sales for Vans EMEA. He also spent more than seven years at Nike, with managerial roles in sales, and six years at the early stages of his career at Procter & Gamble, in category and sales management.
As part of its relaunch, Le Coq Sportif is recruiting a Merchandising Director, according to FashionNetwork.com. Le Coq Sportif’s management team is led by Alexandre Fauvet, former CEO of Lacoste and co-founder of Fusalp, another French brand.
