The new horizon of Decathlon

The French sports products chain Decathlon is starting a new chapter in a story that began in 1976 with the purpose of "Move People Through the Wonders of Sport". A strategy that seeks to improve the experience of its customers and is accompanied by a change in its corporate image with its new logo "The Orbit".

Decathlon changes its corporate image for a new chapter

Without forgetting its past, Decathlon presents its new corporate image in which it maintains its characteristic blue color that historically identifies the brand, but has a renewed logo that expresses movement and the ambition to reach new heights.

Accompanying this new identity is a simplified portfolio of brands composed of Quechua for mountain equipment, Tribord for water and sailing, Rockrider for mountain biking, Domyos as a fitness brand, Kuikma for racket sports, Kipsa for team sports products, Caperlan for outdoor sports, Btwin for urban mobility, and Inesis for precision sports. It also includes four brands aimed at expert athletes, including Van Rysel for their top-level bikes.

In this new chapter, Decathlon will give special importance to sustainability, aiming to reduce its CO2 emissions by 42% before 2030 and achieve a zero balance of those emissions by 2050. To do this, they work closely with their suppliers to apply this sustainability philosophy throughout the production chain and promote a longer lifespan of their products as well as their repairability, reuse, or recycling.

This new chapter also includes a renovation of their stores and online channels, giving greater relevance to them under the motto Digital First, in order to offer a better experience to their customers.

"Today marks a very special moment in the history and future of Decathlon. Now more than ever, the world needs sports. It has a unifying power and can improve both physical and mental health." pointed out Barbara Martin, CEO of Decathlon.