Le Coq Sportif appoints Rodolphe Salasca as chief commercial officer

Le Coq Sportif continues its rebuild with the appointment of Rodolphe Salasca as chief commercial officer, a strategic role in the brand’s relaunch. This appointment aligns with the takeover plan approved by a court ruling last July, which enabled the entrepreneur Dan Mamane to take over the company.

Having formerly held roles at Nike, Vans, Boardriders, and Procter & Gamble, Rodolphe Salasca is now tasked with steering the overall commercial strategy, accelerating international growth, and supporting the merchandising function to reshape an offer capable of reconnecting the brand with its sporting and cultural DNA. This is a key step towards winning over partners, reshaping the product offering, and restoring confidence in Le Coq Sportif, following several months of uncertainty stemming from court-supervised restructuring proceedings commenced in October 2024.

The brand, which aims to assert a more fashion-forward identity while remaining true to its sporting heritage, is already working on new segments. This includes ballet pumps, signalling a diversification of its range and a desire to appeal to a wider audience.

Finally, the company still needs to complete its management team: a merchandising director is currently being recruited. The management team led by Alexandre Fauvet therefore aims to strengthen governance and support the brand’s operational relaunch.