With a new purpose, brand and logo, the company wants to bring sport to everyone
Decathlon announced its new positioning, Move People Through the Wonders of Sport, which aims to bring sport to everyone.
In addition to the positioning, the brand also revealed its new brand, including a new and dynamic identity for the future, a new logo, new positioning and a new brand structure.
Now, more than ever, the world needs sports. Practicing sports, at any level, has a unifying power and can improve physical and mental health. At Decathlon, we want to have a positive impact on people, society and the planet, moving them through the wonders of sport. We have solid purposes and everyone, globally, is committed to following them,” said Barbara Martin Coppola, global CEO of Decathlon.
The brand’s new identity reflects a look to the future while celebrating its past. Along with a dynamic blue, the brand now has a new logo, the Orbit, which expresses movement, the ambition to reach new heights and circularity, a pillar of Decathlon’s sustainable business model.
Among the new features, the company also wrote the “North Star”, a letter with the long-term ambitions that will guide the brand’s purposes.
