SÉRIEUX ?

ABOUT COACH PHILOU

Coach Philou is a call to practise sport with a touch of madness.

That touch of madness is the athletic personality of each individual. We do not celebrate performance itself, but the sporting singularity through which it is achieved. Madness means having enough perspective to be conscious of one's practice. Being ordinary and delivering slogans barely more recycled than our fabrics is not our project.

Could a brand that neither champions performance, technical innovation nor determination still be heard? Could a brand exist without hiding behind saving the planet while reproducing the very same patterns as the industry giants?

We carry the spirit of sport from fifty years ago, modernised through a contemporary vision, our own personality and a touch of humour. We tease, we question, we subtly parody.

So yes, we manufacture in France. Yes, we create high-performance sportswear.

But we do not really care about that.

We create the touch of madness that makes great athletes.

Set your madness free.

SÉRIEUX? OUR 2026 COLLECTION

Long ago, track had 
been replaced by asphalt,
running straight
had become preferable
to running in circles, and running in nature
had acquired a new name.

Protecting one's playground, 
serious? We ran there
all the same.

The shoelaces were tied,
twice. The paces written down,
on both arms.
The watch was charged, sometimes.
We waited for the signal.

Serious?

Set your madness free.

SÉRIEUX? — French for "SERIOUS?" — is our first collection.

It playfully questions the way running has gradually surrounded itself with codes, rituals and narratives that can sometimes become more complex than the practice itself.

The products in this collection draw from the imagery of sport as it once was and confront it with the present day, with humility, a measure of self-deprecation and a sincere desire to run.

Every piece is made in France.