Le Coq Sportif is undergoing a brand reset under the leadership of new chief creative officer Pascal Monfort, the founder of a marketing consultancy firm based in Paris.

They ended contracts with their tennis players last year and are taking this time to “rethink their relationship with the tennis world,” Monfort told me. They’re already rolling out new apparel designs on their website and Instagram.

Can the original creator of the tracksuit get their groove back?