Decathlon, the global sports goods company, is embracing a new strategy focused on digital innovation, sustainability, and promoting health and diversity.
The new strategy hones in on three primary areas: enhancing customer experience, promoting sustainability and modernization, and streamlining and digitizing the entire business model.
The company aims to go beyond conventional product offerings and engage customers in a holistic journey. As part of this initiative, Decathlon has unveiled a fresh brand identity and logo.
The newly crafted identity, a project that Decathlon and its team have been diligently refining since 2022, portrays Decathlon as a global multi-specialist sports brand.
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The new logo incorporates the company’s wordmark along with a fresh symbol dubbed the Orbit.
The second pillar of Decathlon’s ambitious new strategy is sustainability. The company is actively working on developing circular business models and reimagining product design with a focus on environmental impact.
The company will concentrate on innovating its production processes and integrating new renewable materials.
The third area entails modernizing, streamlining, and digitizing the entire business model.
Decathlon, operating as an end-to-end business, seeks to revolutionize processes from idea inception to product re-utilization.
The retailer is additionally launching an enhanced digital shopping experience with upgraded features on Decathlon’s e-commerce platforms.
The UK has introduced its redesigned e-commerce website, with plans for other countries to follow suit.
Stores worldwide will also reflect the new identity through signage and layout, offering immersive experiences to all customers.
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Decathlon’s stores will include showrooms, discovery stations, circular hubs for repairs, second-life products, rental options, and lockers for order pickups.
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 boasts a workforce of 100,000 teammates and operates 1,700 stores spanning across 70 countries and regions.
In February 2024, the retailer unveiled the release of an immersive shopping app tailored for Apple Vision Pro.