Decathlon's new image and strategy

Decathlon, the globally recognized colossus of the sports industry, has recently unveiled its revolutionary strategy under the motto “Move People Through the Wonders of Sport”.

This strategic shift not only refreshes its corporate identity, with the introduction of the vibrant logo “the orbit”, but also reaffirms its commitment to sustainable innovation in sport.

Since its founding in 1976, Decathlon has been a firm believer in the transformative power of sport.

Barbara Martin Coppola, CEO of the company, highlights this new chapter as a crucial moment for both the past and the future of Decathlon.

The vision of “Moving People through the Wonders of Sports” becomes the cornerstone on which a global strategy is built focused on enriching the customer experience, embracing sustainability and renewing the company.

Decathlon's new brand identity celebrates its rich heritage while looking to the future.

The choice of the dynamic blue color and the new logo symbolize movement, ambition and circularity, reflecting the brand's commitment to a sustainable business model.

This fresh identity is the vehicle through which Decathlon plans to make sport accessible to all, simplifying its portfolio to nine specialist brands and four expert brands, each dedicated to a specific area of ​​sport.

At the heart of its mission is the challenge of being Net Zero in 2050.

Decathlon has set ambitious CO2 reduction targets and works closely with suppliers and partners to promote sustainability throughout its supply chain.

The company focuses on increasing the useful life of its products, encouraging reuse, repair and recycling practices.

Additionally, Decathlon is redefining the shopping experience with a strategy “Digital First”, reformulating its website and employing advanced AI algorithms to optimize inventory management and reduce carbon footprint.

More than 1.700 stores around the world will be renovated, promising an immersive experience both online and physical.

Innovation is at the core of Decathlon, with a team dedicated to the research and development of new products and materials.

The company has obtained 900 patents, demonstrating its leadership in creating revolutionary sports solutions.

Decathlon also aims to be one of the most inclusive organizations in the world. In 2023, it achieved gender parity on its executive team and is committed to leading in diversity, equity and inclusion by 2026.