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Author: Admin | 2025-04-27
Three consecutive Tours from 1953–1955.[7][10] During those years, LCS also signed agreements to be the official kit provider for the France national football team (from 1955)[9] and rugby teams. The company also signed an agreement with the French Olympic Committee so athletes wore LCS sportswear at the 1960 Summer Olympics at Rome.[9]The company redesigned its logo (the triangular shape with a rooster inside) and put it onto the yellow jersey for the first time in 1966; it was one of the first sports manufacturers to make its logo visible.[citation needed] By 1966 Le Coq Sportif was the biggest sports brand in France and that same year the company signed a deal with Adidas to produce the three stripes clothing products in France. Terms of the contract ruled that Adidas focused on footwear while LCS took over of textile products.[7]Former logo, used (with slight variations) from 1968 to 2012, when the gallic rooster was restyled.[8] This logo remains in use in China, South Korea and Japan.In the early 1970s, Adidas, dissociated with its share in the market, began to sell textile products, realising that the Camuset family had registered the three stripes symbol in France. That led to a legal battle between the two companies that almost caused the demise of LCS. As Adidas lost the lawsuit, it struck back against the French company with the objective to push it out of the business. Adidas signed a sponsorship agreement with Eddy Merckx, the raising star of cycling. That quick move and
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