DECATHLON Launches New Brand Identity, SustainabilityBased Business Model

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...

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Global leading multi-specialist sports brand Decathlon has revealed its new purpose, to ‘Move People through the Wonders of Sport’. The strategy behind this bold new ambition is to bring innovative and sustainable sport to everyone. As part of this evolution, Decathlon is unveiling its new brand, which includes a dynamic and forward-looking identity and a new ‘orbit’ logo.

Decathlon’s North Star

Since the beginning of its journey in 1976, Decathlon has always believed in sports’ vital role in helping societies to be healthier and happier. And today, people need sport more than ever. At the beginning of this transformation journey, Decathlon wrote its ‘North Star’, a long-term ambition to accelerate its mission for the good of societies and the planet. Guided by the North Star, a new purpose was born: Move People through the Wonders of Sport.

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.