Global sports goods company Decathlon is adopting a new strategy based on digital innovation, sustainability and health, and diversity. 

The new strategy focuses on three key domains – customer experience, sustainability and modernisation, and the rationalisation and digitalisation of its entire business model. 

The company aims to transcend traditional product offerings and immerse customers in a comprehensive journey. In line with this, Decathlon has created a new brand identity and logo. 

The new identity, which the company and its team have been working on since 2022, represents Decathlon as a global multi-specialist sports brand. 

The new logo includes the company’s wordmark and a new symbol known as the Orbit. 

Sustainability forms the second pillar of Decathlon’s ambitious new strategy. The retailer is developing circular business models and redesigning products with environmental impact in mind.  

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The company will focus on innovating its production process and implementing new renewable materials. 

The third domain involves modernising, rationalising and digitising the entire business model.  

Decathlon, an end-to-end business, aims to transform processes from ideation to product re-use.  

The retailer is also introducing a new digital shopping experience with improved features on Decathlon’s e-commerce platforms.  

The UK has launched its revamped e-commerce site, with other countries set to follow.  

Stores worldwide will also reflect the new identity through signage and layout, offering immersive experiences to all customers.  

Decathlon’s stores will feature showrooms, discovery stations, circular hubs for repair, second-life products and products for rent, and lockers for pick-up orders. 

Decathlon Global CEO Barbara Martin Coppola said: “At Decathlon, we believe that sport has a vital role to play in helping societies to be healthier and happier. Sport helps us to reconnect with our humanity, with the planet and with our physical selves. So, we took a moment to ask ourselves who we really want to be, and why we exist as an organisation.

“From this, we wrote our North Star. This is our long-term ambition and our guiding light to have all the positive impact we can have in the world. Guided by the North Star, a new purpose was born, to Move People Through the Wonders of Sport. 

“We are all incredibly excited and proud to share with you the new chapter of Decathlon. One that will help many people around the world experience the wonders of sport.” 

Decathlon has 100,000 teammates and 1,700 stores across 70 countries and regions.  

In February 2024, the retailer announced the launch of an immersive shopping app specifically designed for Apple Vision Pro.