When the Estac, Troyes football club (Aube), formalized the arrival of its new German equipment supplier Puma in place of the sporting coq, its neighbor from Romilly-sur-Seine (Aube) in the grip of financial difficulties, on June 19, the news made a number of Aubois on social networks jump: “beautiful Solidarity Auboise” for one, “a little support for a company Not hurt “for another …
And yet, the club has nothing to do with it. The decision to stop the partnership with a year in advance was taken by the director of the Textile company of Romilly-sur-Seine, following its placement in receivership on November 22, 2024. The ESTAC therefore logically turned to Puma, which already equipped 8 teams from the City Football Group, including Manchester City.
Until the end, the Troyen club had made its back, despite many difficulties in supplies the jerseys, shorts and other socks of its players throughout the season. Already faced with delivery delays for the French rugby team (who has passed at Adidas since 2024) during the 2023 World Cup, then for the Olympic French teams during Paris 2024, the COQ had to define priorities, to the detriment of other partners such as ESTAC, its teams and even its shop.
The page therefore logically turned after 6 years of contract, to the great regret of many Aubois supporters. “Their departure marks the end of a good collaboration, especially for the third jersey,” says Robin. “It’s sad to have to leave the local equipment supplier, in addition in contract! But if he was no longer able to provide for the club’s needs, there was no longer a choice, ”says Quentin.
“The price was mind -blowing”
“For me the rooster had not respected the club by preferring to deliver the Olympic Games and everything else before us,” adds Michael, who already appreciates the new PUMA training outfits carried by the ESTAC players since the resumption. “I am quite hyped by the fact that we are for the first time one of the generos of the equipment manufacturers, I look forward to seeing the jerseys even if I think it will be classic enough for a first season,” he projects.
“We were paradoxically?” – Sold a will with Puma to register in an idea of proximity … I find it difficult to see this idea after the end of the rooster, but the jerseys of OM (also equipped by Puma, editor’s note) are rather successful in my opinion, ”says Alexis. “I doubt that we have articles as expensive as those offered by the sports rooster. They were certainly of quality, but the price was mind -blowing for certain clothes. I hope Puma will be more affordable from this point of view, ”wishes Clément, regular follower of the Trojan club.
The amicable divorce between the Estac and the Sports Coq does not leave marble Éric Vuillemin, the mayor of Romilly-sur-Seine, a fervent defender of the local jewel. “I understand the disappointment of the Aubois and the attachment of everyone to the brand. But it may be only a while to spend. The priority of priorities is to straighten the company which has still undergone losses in particular following the COVIR, but also to certain management, ”he observes.
Before partnerships, consolidation
Remember profits and, above all, preserve all the Aubois industrial tool. In the eyes of the elected Romillon, the company must go through these stages before being able to renew other partnerships in the future, as with the Tour de France, AS Saint-Étienne or the French rugby team in the past. “Today, a company like the sports rooster, which had up to 25 % of its budget in various and varied sponsorships, was forced to reduce the wing,” underlines Éric Vuillemin.
It now remains to determine the future of the company, which is the subject of two times. The first is made up of a group of investors supported by the founding family Camuset, including the boss of Free, Xavier Niel, the American group Iconix, owner of Umbro and Lee Cooper, but also the judoka Teddy Riner and the Airesis group, which currently owns the company. A second offer, carried by the Franco-Swiss investor Dan Mamane, would benefit from the support of many creditors and employees, as well as the public authorities. The Paris Commercial Court is due to render its decision on Friday, July 4, according to the mayor of Romilly-sur-Seine.
Éric Vuillemin took the time necessary to meet the two buyers … and get a message across: “My line of conduct has not varied an iota since November 21, it is the one that preserves the most jobs in Romilly as well as the suppliers Aubois who must be retained” he hammers.
A form of warning to those who would be tempted to develop the brand internationally, by abandoning its roots and the Aubois seat. “I understand that a buyer sees things differently, but the sports rooster has already sailed in Europe and elsewhere, with license transfers in Asian or other countries … We cannot start again what happened 25 or 30 years ago. We too, communities, we have invested a lot, ”recalls Éric Vuillemin.
Development prospects
The mayor of Romilly-sur-Seine wants to be confident for the future. “Most romillon employees will be preserved … or even beyond. There are positive prospects for development, “said the elected official, who has meticulously studied the two offers:” Both envisages that on the horizon of 2035, there are between 300 and 500 million euros in turnover. We are between 2 and a half times and 4 times the current turnover. It is a brand that only asks to develop. »»
Éric Vuillemin believes more than ever in the potential of the brand and Made in France, especially in dawn, historic land of the textile sector. And this, even in the face of competition from Asian Fast Fashion. “You will see that these marks will be accused of being potentially generating dermis and epidermis in a few years due to bad dyes,” he said. “You cannot preserve your skin by carrying a textile which is worth between 2 and 5 euros. I would not want it to be the asbestos scandal of 15 or 20 years ago. »»
