In Dad's Shoes: Bulls Rookie Noah Signs With Le Coq Sportif

Joakim Noah Follows Father Yannick With Le Coq Sportif Deal

Bulls rookie F Joakim Noah has signed a six-year deal with French footwear and apparel company Le Coq Sportif, which is also endorsed by his father, former tennis star and current pop singer Yannick Noah, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL.  Joakim Noah was also pursued by Nike and adidas.  While "most of its business is in Europe," Le Coq is "trying to establish a presence in basketball after it re-launched" earlier this year in the U.S. with HQs in Portland, Oregon. The company pegged Tim McCool, a former marketer for both Nike and adidas, as CEO of its North American subsidiary, and the company's "initial distribution strategy focuses on high-end stores" in N.Y., L.A., Miami and Chicago. Le Coq plans "a signature line of shoes and apparel" around Noah, who is expected to wear the brand's shoes in NBA games.  Noah's agent, Blue Equity's Donald Dell, indicated that the deal "gives [Noah] equity over time, depending on the success of the company" (SPORTSBUSINESS JOURNAL, 11/5 issue).