He has been in the French team for 7 years (1999-2006), was 3rd at the 2005 Europeans, team world champion in 2004 but it is as general manager of Publicis Sport that Guillaume Cossou, 39 years old, made the trip to the European championships in Spain.
The reason ? The launch of a campaign for Olympic karate in Paris 2024, « Belt of Hope ». A clip of « demotivation », a multicolored belt and many actions in perspective. Explanations.
By Ludovic Mauchien in Guadalajara (Spain)
Photos : DR / LM
The decision of the OCOG not to choose Karate as an additional sport in 2024 surprised many people and shocked some. Guillaume Cossou is one of them. On February 21, when Tony Estanguet announced the sad news, he did not understand.
Right away, he took his phone and called his former teammate in the national team, Yann Baillon, now head coach of France, and immediately offered the services of Publicis Sport. The machine was launched. A video, belts colored to Olympism... Hajime !
How did you react to the OCOG’s decision ?
It was a huge disappointment. I really thought we had everything we needed or, at least, real assets to bring something to Paris 2024. I was not shocked by the inclusion of other sports. I understand the needs of the IOC and the OCOG to seek a younger audience for the Games. But, I tell myself that there may be a 5th sport and karate could clearly be this one. I will not let go. We are extremely motivated for this fight even if we know that the challenge is huge to change this decision. But we believe in it.
In which working framework do you do this operation ?
After several years at Lagardère Sports, I have just joined the Publicis group to launch Publicis Sport, of which I am the managing director. At Publicis, I discovered that there were many karate enthusiasts, including Julien Simons, Creative Director. It is with all these people and with the approval of Pascal Crifo, President of Publicis Sport, that we decided to mobilize ourself for this fair cause. We offer to karate the Publicis strike force.
Why did you decide to launch such a campaign ?
I am aware of all that karate has brought me and I want to return something to it, to mobilize for it. If I succeeded so well in my conversion, it is also thanks to what it taught me.
I want to do it for the athletes too. I have been one of them. We have always struggled to be Olympic. I understand how much they can be disappointed. It is a form of solidarity between athletes. I understand their feelings and bitterness too well.
« WE OFFER TO KARATE THE PUBLICIS STRIKE FORCE »
For how long this campaign is planned ?
It's a long-term campaign. The idea is to make regular boosters to touch hearts and minds. There are other operations that are already planned. This operation at the European Championships is only the first one.
Among the actions, there is the video of « demotivation » with the French team (see below). What is the genesis of this idea ?
Just after the OCOG decision, we wanted to show, through images of karate, that we were a spectacular sport. It's very good to do it. From now on, we must also show our human qualities. That's what we wanted to do. How athletes, who train every day, who saw 2024 as a dream, were humanely affected by this decision.
How this decision has impacted us, how deeply we have been touched and, through this disappointment, how we will draw strength to fight and to change the decision of the OCOG and the IOC.
In the movie, Yann Baillon makes a speech like Al Pacino in the « Any given Sunday », a speech in which he demotivates athletes. It ends with the promotion of the belt.
What is the idea developed with the multicolored belt ?
We will sell this belt for the benefit of a charity association, « Fight for dignity », created by Laurence Fischer (a former Wold champion). It can be purchased on the website specially created for the occasion, www.beltofhope.com. The goal is to have it worn by practitioners and non-practitioners, to become the rallying sign of all karate supporters and its values.
The idea is to get out from the karate world and offer a symbol that is understandable by everyone. We will contact influential people who have a direct or indirect link with karate. For example, we aim to have celebrities from cinema, music, politics… wearing the belt.
