DECATHLON

The sports universe at your fingertips

Since its creation in 1976, DECATHLON has been committed daily to supporting sports enthusiasts, from the occasional amateur to the high-level athlete. We design innovative, clever, practical, and high-performance products, services, and experiences to accompany every individual on their journey toward sport and well-being, regardless of their level.

From retailer to designer

That’s right! The majority of products sold in our stores are designed by DECATHLON teams. Indeed, 10 years after its creation, in 1986, DECATHLON took a new turn by designing sports products and services. Certain products, which have since become iconic, have changed sporting practices by meeting the demands of the most seasoned athletes as well as everyday sports enthusiasts who practice out of a love for the sport, whatever their objective.

Innovate to inspire and protect Playgrounds

DECATHLON is not simply a retailer; it is a true trendsetter in the world of sport through a constant process of innovation. Innovation at DECATHLON must not only be aesthetic; it must above all be adapted to its intended use, inspire emotion, and address the global challenges of sustainable development. For this reason, eco-design and the circular economy (repair, rental, second life) are major levers for our growth and our positive impact. We innovate so that accessibility to sport goes hand-in-hand with respect for the environment.

A commitment to customer experience and well-being for all

Our ambition is to open up the game, with a more holistic vision of sport and well-being. We design our products, services, and experiences to nourish the physical, mental, emotional, and social health of every person.

To achieve this, Decathlon transforms the customer experience:
- Accessibility and Universality: We make sport accessible by removing all barriers, thanks to seamless omnichannel solutions, in-store or online.
- Innovation and Values: Innovation is at the heart of our approach to ensure products and services are always relevant, offering the best value for money and integrating durability as a driver of growth. Our service platforms (repair, rental, coaching, etc.) make sport a natural part of daily life.
- Local Human Connection: Our teams are the beating heart of the ecosystem. They create an authentic human connection with our customers and users, enriched by technology for a truly personalized experience. We aim to stimulate millions of local sporting communities, places to move, play, and learn.

Partnerships and involvement in professional sports

Always looking for innovations for its customers, DECATHLON continues its efforts and develops new immersive experiences.For many years, DECATHLON has collaborated with professional athletes and industrial partners who strengthen its legitimacy and expertise in design and innovation. The involvement in the DECATHLON CMA CGM team is a perfect opportunity for DECATHLON to associate its name with a popular sport, rich in values of surpassing oneself, cohesion, and emotion, and to give the greatest number of people the desire to practice cycling. This partnership perfectly illustrates DECATHLON’s desire to make sport and well-being accessible to the greatest number—young and old, beginners or experts.