A decathlon, the leading global multi-specialist sports brand, reveals its new purpose, ‘Move People Through the Wonders of Sport’, and the strategy behind this bold new purpose to take sport, from innovative and sustainable way, for everyone. As part of this evolution, Decathlon reveals its new brand, including a new and dynamic identity for the future, a new logo, new positioning and a new brand structure.
Since the beginning of its history in 1976, the brand has always believed in the vital role of sport in helping societies to be healthier and happier. And today, people need sport more than ever.
In embarking on this path of transformation, Decathlon wrote the ‘North Star’, its long-term ambition to accelerate the mission for the good of society and the planet. Guided by this purpose, the brand adopts an ambitious global strategy, which encompasses a better customer experience and a central focus on the consumer journey, a strong commitment to sustainability and a general modernization of the company.
Today marks a very special milestone in the history and future of Decathlon. 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. Our community is united and committed to enabling everyone to play sports on their own terms. I am confident that our ambitious strategy, evolving the way we do business, will ensure that Decathlon leads change, consolidating itself as a unique and trusted sports brand, says Barbara Martin Coppola, global CEO of Decathlon.
New identity and brand portfolio
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, an important pillar of Decathlon’s sustainable business model.
Furthermore, the brand is unleashing the brand’s full potential to bring sport to everyone through a new and simplified brand portfolio, with 9 category specialists: Quechua (mountain), Tribord (water and wind), Rockrider (outdoor cycling) , Domyos (fitness), Kuikma (racket), Kipsta (team sports), Caperlan (outdoor), Btwin (urban mobility) and Inesis (golf), and 4 expert brands: Van Rysel, Simond, Kiprun and Solognac.
Business model based on sustainability
All the good that sport can promote for people’s lives and for society cannot be done at the expense of the planet. Therefore, Decathlon aims to be a driving force in sustainability and has committed to reaching Net Zero by 2050. The company also has ambitious decarbonization goals such as:
- Reduce CO2 emissions by 20% by 2026
- 42% reduction in absolute CO2 in 2030, and reach Net Zero by 2050.
Strongly committed to achieving its ambition, Decathlon, for the second consecutive year in 2023, managed to achieve business growth without increasing its CO2 emissions.
Decathlon is working hand in hand with suppliers and partners to engage sustainability throughout its supply chain. With this collaborative approach, the brand works to decarbonize processes and pave the way for new business models based on circularity and increasing product life cycles.
This also means that, across its product range, the brand is committed to increasing the life of products and enabling customers to reuse, repair and recycle.
New customer experience shaped by a digital mindset
Decathlon is harnessing the power of digital with a global overhaul of its e-commerce to provide a seamless shopping experience to customers anytime, anywhere.
Decathlon’s digital supply chain has been reimagined with best-in-class AI tools and algorithms to enable accurate forecasting, supply chain planning and inventory parameters. This has already led to significant reductions in inventory levels, including reduced transportation costs, carbon footprint and delivery times.
The brand is also innovating new ways to bring its customers an immersive experience, including its 3D shopping app on Apple Vision Pro in the US. In the coming months, more than 1,700 stores around the world will be remodeled with a completely innovative configuration, offering customers intuitive navigation, greater product visibility, engaging physical and digital displays, and an aesthetically pleasing atmosphere.
Every day, more than 850 Decathlon engineers and 400 designers tirelessly create, design, and test new materials and products. The result is a set of innovative sports solutions, supported by 900 patents.
Decathlon’s organization is shaped by this culture and includes specialized teams such as Booster Innovation, supporting local teams, Sports Lab, dedicated to the study of sport and the dynamics of the human body, AddLab, a 3D prototyping and Advanced Design center, designing sports and future experiences.
Future
Decathlon aims to become one of the most inclusive organizations in the world. In 2023, the executive team achieved parity for the first time in its history. For 2026, the company has made unprecedented commitments, including measuring representation, inclusion and belonging, acting accordingly, and setting global standards to improve performance.
The company is building and strengthening communities, such as women in leadership and associated programs, by establishing external partnerships with experts. In 2023, Decathlon received several industry recognitions, including a 10th place in the Forbes Retail and Wholesale category as the World’s Best Employer for Women.
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