The French retailers affiliated with the Twinner cooperative is resurrecting the name of Technicien du sport, which was used by its retail members as their banner before its creation in 2000. The French cooperative has decided to restyle its own logo, adding the name of Technicien du sport in smaller letters to position it an expert authority in the sales of sports products. In this context, it is launching an “Expert Twinner” campaign with the collaboration of Swix and Dominique Simoncini, a former athlete who works for the French Ski Federation. While the Spanish Twinner is capitalizing on Facebook for viral marketing, the French Twinner used its sponsorship of the International Freeski Film Festival in Annecy on Sept. 27-29 to kick off its autumn/winter sales campaign.

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