Lacoste S.A. (lacoste.com) has appointed Christophe Chenut as CEO, replacing Michel Lacoste who in 2005 replaced his brother Bernard Lacoste who had led the company since 1963.

As a CEO, Christophe Chenut will ensure the future of the family owned company, founded 75 years ago by the tennis champion René Lacoste. The appointment was made in order to continue the successful marketing and sales strategy into the future, as followed previously by Michel Lacoste and the two deputy CEOs, Jean-Claude Fauvet and Marc Lumet.

Forty-five yr-old Chenut is a graduate of the Paris IX Dauphine University and holder of an MBA at HEC. In 1986 he created a direct marketing and sales promotion company, which formed with Rapp Collins within DDB in 1993. He then took the lead of DDB France in 1999 as CEO. In 2003 Chenut became CEO of the sports media group L’Equipe. In addition he was President of the football club of Stade de Reims from 1997 until 2004, a period during which the club progressed from 5th to the 2nd division.