The Belong Effect by Sid Lee logo
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Decathlon

The world's largest retailer of sporting goods making fitness fun for all.

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Lifestyle Community

Families + Sport amateurs

Decathlon has dominated the global sports retail sector with its "local-first", "anyone-can-be-athlete" attitude and a large selection of activity-based private label products at affordable prices.

Identity
Mobilization
Oneness
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Identity

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While most premium brands cater to experts, Decathlon focuses on beginners by developing their sense of discovery and encouraging their love of sport to create lifelong customers. By promoting community expression through active lifestyles, the brand's vision is one founded on play and participation rather than competition.


Social Capital

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The company localizes its operations, be it bricks or clicks, to reflect the needs of each country: local teams manage suppliers, programmes and run their Sports Lab, where they obtain valuable feedback. Customers also can collaborate with the design team through Decathlon Création, a crowd-sourcing platform that invites everyone to submit product ideas.

Available to the French market, Decathlon Outdoor is an app for customers to share ideas for outings and document their achievements.

SOURCE : Econocom

Oneness

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Via partnerships with local coaches and organizations, Decathlon Activities invites members to explore the many activities that each location has to offer. Young and old alike can connect and better themselves and their communities through the joy of sports. Launched in the UK, Decathlon Second Life is an e-commerce site that resells returned and refurbished sports equipment to reduce the company’s ecological footprint.

SOURCE : Decathlon

Mobilization

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Decathlon not only innovates to create accessible and durable equipment, but proactively builds local sustainability initiatives. From protecting playgrounds, to participating in the UK's Global Clean Up Day, to donating over 36,000 Easybreath masks in France during the pandemic, these groups are uniting and acting together to create global impact via local communities.

By the numbers

$13B

revenue in 2019

1,697

stores in 60 countries and digital platforms

85

Decathlon brands

400M

sports users impacted by their products in stores and on the internet

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