Decathlon to refurbish 1,700+ stores globally as part of new brand identity, strategy

Decathlon, the global leading multi-specialist sports retail brand, has announced that it is unveiling its new brand, which includes a dynamic and forward-looking identity and the new “orbit” logo. 

The company shares that it 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 introduced today”.

As part of the new strategy, more than 1,700 stores around the world will be refurbished in the coming months, informs Decathlon. This will include a whole new setup, offering customers intuitive navigation, increased product visibility, engaging physical and digital displays, and an aesthetically pleasing atmosphere. 

The new strategy is essentially part of its new purpose, to “Move People Through the Wonders of Sport,” as the company describes it, and the idea behind this bold new ambition, it says, is to bring innovative and sustainable sport to everyone. 

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

The company’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 it says, has already led to significant reductions in stock levels and many improvements, including decreasing transportation costs, carbon footprint and delivery time.

Decathlon informs that it is also working on new ways to embark its customers on an immersive experience, including its 3D Shopping App on Apple Vision Pro in the U.S.

Barbara Martin-Coppola, Decathlon’s Global Chief Executive Officer, said, “Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. 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.”

Decathlon’s striking 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.

As part of the sustainable business model Decathlon says it has committed to becoming Net Zero by 2050 with decarbonization targets of 20% reduction in absolute CO₂ emissions in 2026 and 42% reduction in absolute CO₂ emissions in 2030 and net zero by 2050. Towards this, the company says it is 

is working hand in hand with suppliers and partners to unlock sustainability all across the supply chain. 

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