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.
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.
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.
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.