Decathlon unveils dynamic new identity and logo

Sports brand Decathlon has unveiled a dynamic and forward-looking new identity and logo as well as a new purpose to “move people through the wonders of sport” in an attempt to bring innovative and sustainable sport to everyone.

Since the beginning of its journey in 1976, Decathlon has always believed in the vital role sports plays in helping societies to be healthier and happier, it said. With a long-term ambition to accelerate its mission for the good of societies and the planet, a new purpose was born to move people through the wonders of sport.

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Anchored to this purpose, Decathlon is adopting an ambitious global strategy, which encompasses an enhanced customer experience, a strong commitment to sustainability and an overall modernisation of the company. Core to the customer experience is an evolved brand that it is now introducing. 

Decathlon’s new brand identity reflects the brand’s ambition while celebrating its past. Along with a dynamic blue, it now welcomes a new brand icon – “the orbit” –expressing movement, the ambition to reach new heights, and circularity, at the heart of Decathlon’s sustainable business model.

Decathlon is also unleashing the full potential of the brand to bring sport to everyone with a new and simplified brand portfolio that incorporates nine category specialists. These are Quechua (mountain), Tribord (water and wind), Rockrider (outdoor cycling), Domyos (fitness), Kuikma (racket), Kipsta (team sports), Caperlan (wildlife), Btwin (urban gliding and mobility) and Inesis (target). It also has four expert brands: Van Rysel, Simond, Kiprun and Solognac.

“Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. It has a unifying power, and can improve both physical and mental health," said Barbara Martin Coppola, Decathlon’s global chief executive officer.

"At Decathlon, we want to have a greater positive impact on humans, society and the planet by moving people through the wonders of sport. I am proud to be working towards the North Star - our guiding light and ambition - with our teammates. It’s been incredible to see our diverse community come together to celebrate what makes us special: enabling everyone to practise sport on their own terms. I am confident that our ambitious strategy, evolving our way of doing business, will ensure Decathlon leads the sector as a unique and trusted sports brand," she added. 

Decathlon is also harnessing the power of digital with a global revamp of the ecommerce website to provide a seamless shopping experience for customers anytime, anywhere.

Decathlon’s digital supply chain has been rethought with the best-in class tools and AI algorithms to enable accurate forecasting, assortment planning and stock parameters. This has already led to significant reductions in stock levels and many improvements, including decreasing transportation costs, carbon footprint and delivery time, it said. 

Decathlon is also breaking ground with new ways to take its customers on an immersive experience, including its 3D Shopping App on Apple Vision Pro in the U.S.

In the coming months, more than 1,700 stores around the world will be refurbished with a whole new setup, offering customers intuitive navigation, increased product visibility, engaging physical and digital displays, and an aesthetically pleasing atmosphere.

In tandem with the revamped identity, Decathlon has also committed to becoming net zero by 2050. It aims to reduce absolute CO2 emissions by 20% in 2026 and the 42% by 2030 before going net zero in 2050.

Decathlon is working with suppliers and partners to unlock sustainability across its supply chain. With this collaborative approach, Decathlon has been working with suppliers to decarbonise processes and pave the way for new business models based on circularity and increased product life cycles.

This also means that across the product range, Decathlon is increasing product lifespans and enabling customers to reuse, repair and recycle their products.

In line with this move, Decathlon Singapore will be hosting a Circular Bazaar from 29 to 31 March 2024 at the Decathlon Singapore Lab. There, guests can look forward to an exciting line-up of activities that put sustainable initiatives at the fore by working closely with partners to resell second-hand products.

The Circular Bazaar is one way in which the brand seeks to engage with the community, while empowering customers to shop more consciously and giving sport products a second life.

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