New Decathlon brand sets innovation, sustainability and community at its core

• Published date: 29 March 2024
• Author: MARKETING
• Publication title: Jerusalem Post, The: Web Edition Articles (Israel)

Since its inception in 1976, Decathlon has believed in the power of sports to help communities lead healthier and happier lives, a need more crucial today than ever. At the outset of this journey, Decathlon crafted its North Star manifesto, reflecting its commitment to society and the planet. Guided by the North Star, a new goal was born: Move people through the wonders of sport

To achieve this goal, Decathlon adopts a bold global strategy, including an upgraded customer experience, a strong commitment to sustainability, and comprehensive modernization of the company. At the heart of the customer experience is today's newly presented rebranding.

Barbara Martin-Coppola, Global CEO of Decathlon, states: "Today, more than ever, the world needs sports. Sports have a unifying power and can contribute to both physical and mental health. At Decathlon, we want to impact people, society, and the planet by propelling people through the wonders of sports. I am proud to work alongside our team members within our North Star framework. It is exciting to see our diverse community coming together to celebrate what makes us unique: enabling everyone to engage in sports on their terms. I am confident that our ambitious strategy, guiding our work, will ensure Decathlon becomes a leading unique sports brand in the industry, and people can rely on it."

The New Brand Identity and Design Language

Decathlon's new brand identity reflects the brand's future aspirations while honoring its roots. Alongside the prominent blue of the logo, a new brand symbol is now added - Orbit - "the pathway" - expressing movement, aspiration for new heights, and circularity, core to Decathlon's sustainable business model.

This is accomplished through a new design language for a simpler, new brand with 9 specialized categories: Quechua (mountains), Tribord (water and wind), Rockrider (mountain biking), Domyos (fitness), Kuikma (racquet sports), Kipsta (team sports), Caperlan (fishing), Btwin (urban mobility and cycling), and Inesis (golf), along with 4 specialist brands: Van Rysel, Simond, Kiprun, and Solognac.

A New Customer Experience in Digital Thinking

Decathlon's digital supply chain has undergone a rethink with state-of-the-art tools and artificial intelligence algorithms to enable more precise forecasting and planning. This has already led to a significant reduction...