Le Coq Sportif International and Unlimited Sports Group (USG) have announced their agreement for a long-term license under which USG will operate the markets of Austria, Scandinavia and Finland. The first season of focus will be f/w 2011.

USG has already been operating the Benelux and German markets for Le Coq Sportif for several years.

“Unlimited Sports Group knows the DNA of our brand very well and fully agrees with the new qualitative positioning we want to give to Le Coq Sportif since we took the brand over at the end of 2005,” states Frederic Bazin, Commercial Director of Le Coq Sportif International. “We are convinced that the success that USG’s team has built for our brand in the Benelux and later on in Germany, can be repeated in the new markets.”

Jos Gillebaard, CEO of Unlimited Sports Group: “We are delighted to work closely with Le Coq Sportif International on the qualitative expansion of the brand in Europe; with this contract we grow towards a 20-years-relationship with the brand.”

USG owns and manages the Dutch retail companies Aktie Sport, Perry Sport and Time Out Sport and the Belgium retailer Primo which represent 271 stores altogether. It owns the brands Valsport, Tenson, INQ, SPEX, Wildebeast and Athlete, and has the licenses for the brands Le Coq Sportif, Ellesse, Pantofola d’Oro, Diadora, Admiral, Helly Hansen, Champion, Maui & Sons and Cars Footwear in several countries.