Decathlon (retailer)

{{Infobox company

| name = Decathlon

| logo = Decathlon Logo24.svg

| logo_size = 250px

| logo_caption =

| image = 2022-05-22 Decathlon supermarket in Sydney, Australia.jpg

| image_caption = Decathlon supermarket in Sydney, Australia

| type = Private

| foundation = {{start date and age|1976}}

| founder = Michel Leclercq

| location = Villeneuve d'Ascq, France

| key_people = Javier Lopez (CEO, since March 2025){{cite news |url=https://www.reuters.com/business/retail-consumer/sports-retailer-decathlon-reports-stronger-2024-sales-new-ceo-takes-over-2025-03-31/ |title=Sports retailer Decathlon reports stronger 2024 sales as new CEO takes over |newspaper=Reuters |date=31 March 2025}}

| locations = 2080 stores in 78 countries (December 2022{{Cite web|url= https://www.decathlon-united.media/en_GB/key-figures |title=Decathlon United|website=Decathlon United}})

| industry = Retail

| products = Clothing
Sportswear
Sports equipment

| production =

| revenue = {{Increase}} €15.6 billion (2023){{cite news| url= https://www.decathlon-united.media/en_GB/key-figures | title=KEY FIGURES 2023}}

| operating_income =

| net_income =

| members =

| num_employees = 101,000 (2023)

| parent =

| subsid =

| homepage = {{URL|decathlon.com}}

| footnotes =

}}

Decathlon ({{IPA|fr|dekatlɔ̃}}) is a French sporting goods retailer. With over 2,082 stores in 79 countries and regions (2024),{{cite news|title=DECLARATION OF EXTRA FINANCIAL PERFORMANCE 2020|work=Decathlon Group|url=https://drive.google.com/file/d/1qCmtb2mXP_CBCSAyqYre7RBxazxyyidF/view|access-date=24 January 2022}} it is the largest sporting goods retailer in the world.{{cite news| url=http://www.news.com.au/finance/business/retail/decathlon-known-as-the-aldi-of-activewear-will-open-its-first-aussie-store-in-sydney-tomorrow/news-story/596daf1931e48072fa09602c2b967120 | work=news.com.au |title=Decathlon, known as 'the Aldi of activewear', will open first Aussie store in Sydney tomorrow | date=4 December 2017}}{{cite news|url=http://businesswireindia.com/news/fulldetails/largest-sporting-goods-retailer-decathlon-boosts-ground-level-distribution-visibility-with-loginext/55151 | work=Business Wire | title=Largest Sporting Goods Retailer, Decathlon Boosts Ground-Level Distribution Visibility with LogiNext | date=28 September 2017}}

The company manages the research, design, production, logistics and distribution of its products in-house; partners with global suppliers; and markets its own brands directly to consumers in Decathlon-branded big-box stores.

The retailer stocks a wide range of sporting goods, from tennis rackets to advanced scuba diving equipment, usually in large, big-box superstores averaging 4,000m² in size.{{cite web|last1=Caruel|first1=Sarah|title=Decathlon - Oxylane - Ox'IT|url=http://international.iteem.ec-lille.fr/asia/decathlon-oxylane-oxit/|website=International Internships|access-date=15 May 2015|archive-url=https://web.archive.org/web/20150620181839/http://international.iteem.ec-lille.fr/asia/decathlon-oxylane-oxit/|archive-date=20 June 2015|url-status=dead}} Decathlon Group markets its products under more than 20 brands.{{cite web|url=http://corporate.decathlon.com/en/our-brands/passion-brands/|title=Our Passion Brands}} The company employs more than 93,710 staff.

History

File:Decathlon Logo.svg

Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France.{{Cite web|url=https://www.retail-insider.com/retail-insider/2019/8/sporting-goods-retailer-decathlon-launches-rapid-cross-canada-superstore-expansion-feature|title=Sporting Goods Retailer 'Decathlon' Launches Rapid Cross-Canada Superstore Expansion [Feature]|website=RETAIL INSIDER|date=28 August 2019|access-date=16 April 2020}} Its holding company was formerly known as Oxylane.{{Cite journal |title=Et Oxylane redevient Décathlon |url=https://www.lsa-conso.fr/et-oxylane-redevient-decathlon,190165 |access-date=6 December 2023 |website=LSA|date=29 October 2014 |last1=Conso |first1=L. S. A. }}

The company expanded abroad to Germany in 1986,{{Cite web |title=Décathlon tente une percée en Italie |url=https://www.lesechos.fr/1993/04/decathlon-tente-une-percee-en-italie-902312 |access-date=6 December 2023 |website=Les Echos|date=2 April 1993 }} Spain in 1992,{{Cite journal |title=Décathlon, à fond la forme en Espagne |url=https://www.lsa-conso.fr/decathlon-a-fond-la-forme-en-espagne,131037 |access-date=6 December 2023 |website=LSA|date=14 June 2012 |last1=Conso |first1=L. S. A. }} Italy in 1993, Belgium in 1997,{{Cite web|title=Decathlon klaar voor drie nieuwe winkels|url=https://www.standaard.be/cnt/grm9773h|access-date=11 January 2021|website=De Standaard|date=October 2004 |language=nl-BE}} Portugal, the United Kingdom in 1999, Brazil in 2001, mainland China in 2003, India and Romania in 2009, Turkey{{Cite web|title=Tarihimiz|url=https://www.decathlon.com.tr/tarihimiz.html|access-date=10 September 2021|website=decathlon.com.tr}} and Czech Republic in 2010, Sweden in 2011, Taiwan and Lebanon{{Cite web|title=Décathlon ouvre un premier magasin au Liban|url=https://fr.fashionnetwork.com/news/decathlon-ouvre-un-premier-magasin-au-liban,288244.html|access-date=1 April 2024 |website=Fashion Network}} in 2012, Hong Kong in 2013, Malaysia, Singapore and Mexico{{Cite web|title=¿Quienes somos?|url=https://www.decathlon.com.mx/content/4-quienes-somos|access-date=16 February 2024 |website=Decathlon Mexico}} in 2016, South Africa, Philippines, Tunisia{{Cite web |title=Decathlon a ouvert son premier magasin en Tunisie |url=https://fr.fashionnetwork.com/news/decathlon-a-ouvert-son-premier-magasin-en-tunisie,891076.html |access-date=6 December 2023 |website=Fashion Network}}{{Cite web |title=Tunisie : Décathlon débarque dans le pays |url=https://fr.fashionnetwork.com/news/decathlon-a-ouvert-son-premier-magasin-en-tunisie,891076.html |access-date=6 December 2023 |website=Infomédiaire}} and Indonesia in 2017; in South Korea, and Australia in 2018, and Canada in 2019.

In 2015, Michel Aballea was appointed as CEO of Decathlon.{{Cite web |title=Decathlon Announces New Chief Executive Officer |url=https://www.decathlon.com/blogs/inside-decathlon/decathlon-announces-new-chief-executive-officer |access-date=5 September 2023 |website=Decathlon}} In September 2019, Decathlon reached an agreement with Alltricks, an online retailer of accessories for cyclists and runners.{{Cite web |date=2 September 2019 |title=Decathlon s'offre Alltricks, l'Amazon du vélo |url=https://www.lesechos.fr/industrie-services/conso-distribution/decathlon-soffre-alltricks-lamazon-du-velo-1128378 |access-date=25 December 2023 |website=Les Echos}}{{Cite web |date=3 September 2019 |title=Decathlon rachète Alltricks, start-up du cycle |url=https://www.lefigaro.fr/societes/decathlon-rachete-alltricks-start-up-du-cycle-20190903 |access-date=25 December 2023 |website=Le Figaro}}{{Cite web |title=Avec Alltricks, Decathlon s'offre la référence des amateurs de vélo et se renforce dans l'e-commerce |url=https://www.bfmtv.com/economie/consommation/avec-alltricks-decathlon-s-offre-la-reference-des-amateurs-de-velo-et-se-renforce-dans-l-e-commerce_AN-201909030226.html |access-date=25 December 2023 |website=BFMTV}}{{Cite web |date=16 November 2022 |title=Avec Alltricks, Decathlon se développe sur le marché du vélo d'occasion |url=https://www.entreprendre.fr/avec-alltricks-decathlon-se-developpe-sur-le-marche-du-velo-doccasion/ |access-date=25 December 2023 |website=Entreprendre}}

In January 2022, Barbara Martin Coppola was appointed CEO.{{Cite web|title=Nomination Direction Générale du groupe Decathlon|url=https://www.decathlon.media/fr_FR/dossiers-communiques/nomination-direction-generale-du-groupe-decathlon|access-date=26 January 2022|website=Decathlon Presse et Media|language=fr}} In 2022 Decathlon closed their retail store presence in the United States.{{cite web |last1=Li |first1=Roland |date=February 2022 |title=World's largest sports retailer to close stores in S.F. and Emeryville, another loss during pandemic |url=https://www.sfchronicle.com/bayarea/article/World-s-largest-sports-retailer-to-close-stores-16823307.php |access-date=30 August 2024 |website=sfchronicle.com |publisher=San Francisco Chronicle |quote=French sports retailer Decathlon is closing its only U.S. stores, in San Francisco and Emeryville, another downsizing amid the pandemic.}}{{cite web |title=French sporting goods retailer Decathlon to shutter last two US locations, both in Bay Area |url=https://www.bizjournals.com/sanfrancisco/news/2022/01/26/retail-apparel-decathlon-close-us-stores-ceo.html |access-date=30 August 2024 |website=www.bizjournals.com}}

In 2023, Decathlon opened a training center in Lille.{{Cite web |title=Decathlon lance son centre de formation à Lille |url=https://fashionunited.fr/actualite/business/decathlon-lance-son-centre-de-formation-a-lille/2023101233320 |access-date=21 February 2024 |website=Fashion United|date=12 October 2023 }} By October 2023, Decathlon had nine training centers in partnership with Afpa Entreprises, an association for the professional training of adults, and three centers of its own on its premises.

In November 2023, Decathlon acquired Bergfreunde, an online specialist retailer for mountain sports, climbing, and outdoor equipment.{{Cite web |last= |date=27 November 2023 |title=DECATHLON ACQUIRES BERGFREUNDE |url=https://www.adnkronos.com/immediapress/economia-finanza/decathlon-acquires-bergfreunde_66LlnINXd9KFEKh4kctuzB |access-date=27 November 2023 |website=Adnkronos}}{{Cite web |title=Decathlon fait l'acquisition du spécialiste outdoor Bergfreunde |url=https://fr.fashionnetwork.com/news/Decathlon-fait-l-acquisition-du-specialiste-outdoor-bergfreunde,1580980.html |access-date=25 December 2023 |website=Fashion Network}} Decathlon is increasing its investments to boost production and expand its retail presence in India, from where it presently exports around 65% of its output to international markets, according to Global CEO Barbara Martin Coppola.{{Cite news |date=17 March 2024 |title=Decathlon to accelerate investments in India on production, expansion: CEO |url=https://www.business-standard.com/companies/news/decathlon-to-accelerate-investments-in-india-on-production-expansion-ceo-124031700241_1.html |access-date=22 March 2024 |work=Business Standard}}

In July 2024, Decathlon reported its investment Recyc'Elit, a start-up specialized in the chemical recycling of polyester textiles and complex PET plastics.{{Cite journal |title=Decathlon investit dans Recyc'Elit |url=https://www.usinenouvelle.com/article/decathlon-investit-dans-recyc-elit.N2215620 |access-date=10 July 2024 |website=L'Usine Nouvelle|date=9 July 2024 |last1=Nouvelle |first1=L'Usine }}

In March 2025, Javier Lopez was appointed as the new Chief Executive Officer of Decathlon, succeeding Barbara Martin Coppola after her three-year tenure. His appointment marked a continued focus on international growth and innovation within the company.{{cite news |url=https://www.reuters.com/business/retail-consumer/sports-retailer-decathlon-reports-stronger-2024-sales-new-ceo-takes-over-2025-03-31/ |title=Sports retailer Decathlon reports stronger 2024 sales as new CEO takes over |newspaper=Reuters |date=31 March 2025}}

Product brands

Decathlon is vertically integrated, designing and developing its own products and marketing under its more than 85 brands, with each sport, and often sub-sports and sports groups, having their own. In March 2024, the company launched a simplified brand portfolio consisting of category specialist brands and expert brands.{{Cite web |last=Hill |first=Eloise |date=12 March 2024 |title=Decathlon unveils global rebrand as it overhauls logo, stores, and business model - Retail Gazette |url=https://www.retailgazette.co.uk/blog/2024/03/decathlon-global-rebrand/ |access-date=13 March 2024 |website=Retail Gazette |language=}}{{Cite web |date=12 March 2024 |title=Decathlon new brand identity and positioning |url=https://www.decathlon-united.media/Static/2024/new-identity/v1.7.1_en/ |access-date=13 March 2024 |website=Decathlon United |language=en}}

=Expert brands=

Kiprun
Simond
Solognac
Van Rysel

=Former brands=

Forclaz (now subsumed into the Simond brand){{Cite web |date=March 2024 |title=What is happening to the Forclaz brand? |url=https://www.simond.com/what-is-happening-to-the-forclaz-brand |access-date=2 April 2025 |website=simond.com |language=en}}

Sponsorship

= Association football (Kipsta) =

== Clubs ==

{{flagicon|BEL}} K.V. Oostende{{cite web | url=https://www.kipsta.com/kipsta-partners-with-kv-oostende | title=KIPSTA partners with KV Oostende }}
{{flagicon|BEL}} R. Charleroi S.C.{{cite web | url=https://www.footyheadlines.com/2023/02/charleroi-sign-kit-deal-with-decathlons-kipsta-no-more-kappa.html | title=Charleroi Sign Kit Deal with Decathlon's Kipsta - No More Kappa }}
{{flagicon|BEL}} R.E. Virton{{cite web | url=https://www.decathlon.be/fr/c/fold/kipsta-nouveau-partenaire-de-l-excelsior-virton_28602153-14ae-49a0-8a75-2bd1bb64f075 | title=Kipsta, nouveau partenaire de l'Excelsior Virton | date=5 August 2021 }}
{{flagicon|BEL}} RAAL La Louvière{{cite web | url=https://www.raal.be/raal-x-kipsta/ | title=RAAL x Kipsta - RAAL la Louvière | date=30 May 2022 }}
{{flagicon|BEL}} RAEC Mons
{{flagicon|FRA}} AS Nancy-Lorraine{{cite web | url=https://www.footyheadlines.com/2022/08/no-more-puma-kipsta-nancy-22-23-home.html | title=No More Puma - Kipsta Nancy 22-23 Home Kit Revealed}}
{{flagicon|FRA}} Nîmes Olympique{{cite web | url=https://www.footyheadlines.com/2022/06/no-more-puma-nimes-olympique-sign-with.html | title=No More Puma: Nîmes Olympique Sign with Kipsta (Decathlon)}}

== Players ==

{{flagicon|FRA}} Quentin Bernard{{Cite web |title=Our ambassadors and technical partners |url=https://www.kipsta.com/our-ambassadors-and-technical-partners |archive-url=https://web.archive.org/web/20231027081226/https://www.kipsta.com/our-ambassadors-and-technical-partners |archive-date=27 October 2023 |access-date=27 October 2023 |website=Kipsta |language=en}}
{{flagicon|FRA}} Jason Berthomier
{{flagicon|FRA}} Yannick Cahuzac
{{flagicon|FRA}} Jérémy Choplin
{{flagicon|FRA}} Julien Faussurier
{{flagicon|FRA}} Gauthier Gallon
{{flagicon|FRA}} Pierre Gibaud
{{flagicon|FRA}} Romain Grange
{{flagicon|FRA}} Antoine Griezmann{{Cite web |last=Decathlon |title=DECATHLON x Antoine Griezmann partnership |url=https://www.decathlon-united.media/pressfiles/decathlon-antoine-griezmann-partnership |access-date=25 January 2025 |website=Decathlon United |language=en}}{{Cite web |last=Burke |first=Dan |date=24 January 2025 |title=📸 Antoine Griezmann signs boot deal with surprising new company |url=https://onefootball.com/en/news/antoine-griezmann-signs-boot-deal-with-surprising-new-company-40609088 |access-date=25 January 2025 |website=OneFootball |language=en}}
{{flagicon|FRA}} Matthieu Huard
{{flagicon|FRA}} Jean-Louis Leca
{{flagicon|FRA}} Marinette Pichon
{{flagicon|FRA}} Jessy Moulin
{{flagicon|FRA}} Matthieu Sans
{{flagicon|FRA}} Jérémy Vachoux
{{flagicon|MAD}} Jérôme Mombris
{{flagicon|POR}} Claude Gonçalves

== Associations and leagues ==

Kipsta is the official match ball supplier for the following associations and leagues:

{{flagicon|Belgium}} Pro League{{Cite web |date=5 June 2023 |title=DECATHLON AND THE PRO LEAGUE UNVEIL THE NEW KIPSTA BALL CHOSEN FOR THE 2023-2025 SEASON |url=https://www.kipsta.com/kipsta-is-the-official-partner-of-the-pro-league |url-status=live |archive-url=http://web.archive.org/web/20240921030049/https://www.kipsta.com/kipsta-is-the-official-partner-of-the-pro-league |archive-date=21 September 2024 |access-date=25 January 2025 |website=Kipsta}}
Belgian Pro League
Challenger Pro League
Belgian Women's Super League
Belgian Cup
{{flagicon|France}} Ligue de Football Professionnel{{Cite press release|title=Kipsta, the new official ball supplier to Ligue 1 Uber Eats and Ligue 2 BKT |url=https://www.kipsta.com/kipsta-the-new-official-ball-supplier-to-ligue-1-uber-eats-and-ligue-2-bkt |access-date=7 November 2022 |publisher=Decathlon|location=Lille}}{{Cite news|last=Carp |first=Sam |date=22 April 2021 |title=Decathlon brand Kipsta replacing Uhlsport as Ligue 1 ball supplier |url=https://www.sportspromedia.com/news/ligue-1-ball-supplier-kipsta-decathlon-lfp/ |access-date=7 November 2022 |work=SportsPro}}
Ligue 1
Ligue 2
{{flagicon|Ghana}} Ghana Women's Premier League{{Cite web |title=GFA signs 4-year partnership agreement with Decathlon as sports retail partner |url=https://www.ghanafa.org/gfa-signs-4-year-partnership-agreement-with-decathlon-as-official-retail-partner |website=ghanafa.org}}{{Cite web |date=26 November 2024 |title=Decathlon Ghana extends partnership with Ghana Football Association |url=https://ghanasoccernet.com/decathlon-ghana-extends-partnership-with-ghana-football-association |access-date=27 December 2024 |website=GhanaSoccernet |language=en}}

== International confederation and tournament ==

{{flagicon|EU}} UEFA{{Cite press release |title=Kipsta becomes official match ball supplier of the UEFA Europa League and UEFA Europa Conference League |date=10 November 2023 |publisher=UEFA |location=Nyon |url=https://www.uefa.com/news-media/news/0287-196c9eb65020-c3ca2429f954-1000--kipsta-becomes-official-match-ball-supplier-of-the-uefa-euro/ |language=en |last= |access-date=20 November 2023 |url-status=live |archive-url=https://web.archive.org/web/20231120135609/https://www.uefa.com/returntoplay/news/0287-196c9eb65020-c3ca2429f954-1000--kipsta-becomes-official-match-ball-supplier-of-the-uefa-euro/ |archive-date=20 November 2023}}
UEFA Europa League
UEFA Conference League

= Athletics (Kiprun) =

{{flagicon|USA}} Paul Chelimo{{Cite web |last=Gault |first=Jonathan |date=23 March 2023 |title=Paul Chelimo Signs with Kiprun, Considering Running 2024 US Olympic Marathon Trials |url=https://www.letsrun.com/news/2023/03/paul-chelimo-signs-with-kiprun-considering-running-2024-us-olympic-marathon-trials/ |website=LetsRun.com}}
{{flagicon|FRA}} Jimmy Gressier{{Cite web |last=Wright |first=Andy |date=11 January 2025 |title=Gressier Joins KIPRUN |url=https://meta-endurance.com/gressier-sings-with-kiprun/ |access-date=25 January 2025 |website=Meta Endurance |language=en-GB}}

= Basketball (Tarmak) =

{{flagicon|FRA}} Alex Sarr{{Cite web |last=Hrincescu |first=Simona |date=5 March 2025 |title=Decathlon announces partnership with Washington Wizards' rising star Alex Sarr |url=https://business-review.eu/business/sports/decathlon-announces-partnership-with-washington-wizards-rising-star-alex-sarr-280073 |access-date=7 April 2025 |website=Business Review |language=ro}}
{{flagicon|USA}} NBA (Official licensee){{Cite web |date=22 January 2021 |title=Decathlon and NBA team up globally for league-branded merchandise |url=https://www.marketing-interactive.com/decathlon-and-nba-team-up-globally-for-league-branded-merchandise |access-date=7 November 2022 |website=marketing-interactive.com}}{{Cite web |last=Fresen |first=Natalie |date=3 October 2023 |title=NBA and Decathlon announce multiyear partnership expansion {{!}} Retail Bulletin |url=https://www.theretailbulletin.com/sports-and-leisure/nba-and-decathlon-announce-multiyear-partnership-expansion-03-10-2023/ |access-date=18 December 2023 |website=Retail Bulletin {{!}} Daily UK Retail News |language=en}}

= Cycling (Van Rysel) =

{{flagicon|France}} Decathlon AG2R La Mondiale Team (Bike supplier){{Cite web |last=Decathlon |date=27 November 2023 |title=DECATHLON x AG2R LA MONDIALE |url=https://www.decathlon-united.media/pressfiles/decathlon-x-ag2r-la-mondiale-en |url-status=live |archive-url=https://web.archive.org/web/20231218134451/https://www.decathlon-united.media/pressfiles/decathlon-x-ag2r-la-mondiale-en |archive-date=18 December 2023 |access-date=18 December 2023 |website=Decathlon United |language=en}}
{{flagicon|France}} Cofidis (Kit supplier){{Cite web |last=Long |first=Jonny |date=7 January 2022 |title=Cofidis launch new-look kit made by Decathlon |url=https://www.cyclingweekly.com/news/cofidis-launch-new-look-kit-made-by-decathlon |website=cyclingweekly.com}}

= Squash (Opfeel) =

{{flagicon|England}} Robert Downer{{Cite web |date=26 March 2023 |title=Squash partners - OPFEEL - DECATHLON |url=https://opfeel.fr/en/partner-opfeel.html |access-date=26 March 2023 |archive-url=https://web.archive.org/web/20230326122408/https://opfeel.fr/en/partner-opfeel.html |archive-date=26 March 2023 }}
{{flagicon|France}} Mélissa Alves
{{flagicon|France}} Antoine Camille Petrucci
{{flagicon|France}} Camille Serme{{Cite web |date=27 May 2017 |title=Decathlon Opfeel Squash Rackets |url=https://www.squashsource.com/decathlon-squash-rackets/|website=Squash Source}}

= Tennis (Artengo) =

== Players ==

{{flagicon|FRA}} Gaël Monfils{{Cite web |last=Sanford |first=Jordan |date=3 January 2022 |title=Au Revoir: Gaël Monfils ends decade long partnerships with Wilson and ASICS |url=https://www.tennis.com/baseline/articles/gael-monfils-drops-wilson-and-asics-signs-with-artengo-french-brand-decathlon|website=Tennis.com}}
{{flagicon|RUS}} Daria Kasatkina{{Cite web |last=Fairbairn |first=Tony |date=18 May 2022 |title=Daria Kasatkina Praises New Racket After Discovering Form Ahead Of Roland Garros |url=https://www.ubitennis.net/2022/05/daria-kasatkina-praises-new-racket-after-discovering-form-ahead-of-roland-garros/|website=ubitennis.net}}

== Events ==

{{flagicon|FRA}} Moselle Open{{Cite web |title=Our tournaments |url=https://www.artengo.com/our-tournaments |url-status=live |archive-url=https://web.archive.org/web/20250125145915/https://www.artengo.com/our-tournaments |archive-date=25 January 2025 |access-date=25 January 2025 |website=Artengo.com}}
{{flagicon|FRA}} Cherbourg Challenger
{{flagicon|ITA}} Garden Open
{{flagicon|ITA}} Napoli Tennis Cup
{{flagicon|ITA}} Open Città della Disfida
{{flagicon|ITA}} Open Città di Bari
{{flagicon|ITA}} Trofeo Faip–Perrel

= Other notable sponsorships =

Decathlon Germany will be the main sponsor of the IBU World Cup Biathlon as of the 2021–22 season.{{Cite web |date=9 November 2021 |title=DECATHLON Germany named Main Sponsor of BMW IBU World Cup Biathlon |url=https://www.biathlonworld.com/news/ibu-biathlon-decathlon-sponsor/TrnLxfbXZvCRw9ymGOMLZ |publisher=International Biathlon Union}}

Decathlon bought a five-year naming rights for Lille's Stade Pierre-Mauroy for €6 million from 2022 onwards, renaming the stadium as Decathlon Arena Stade Pierre-Mauroy.{{Cite web |last=Jones |first=Rory |date=10 June 2022 |title=Lille's Stade Pierre Mauroy gets €6m Decathlon naming rights deal, says report |url=https://www.sportspromedia.com/news/lille-osc-decathlon-arena-pierre-mauroy-naming-rights-kipsta/ |access-date=7 November 2022 |website=SportsPro}}

Decathlon became an official partner of the Paris 2024 Olympic and Paralympic Games.{{Cite web |title=Decathlon official partner of Paris 2024 Olympics and Paralympics |url=https://www.decathlon-united.media/paris2024 |website=Decathlon United |language=fr}}{{Cite web |title=Decathlon sort une collection délicieusement vintage pour les Jeux Olympiques |url=https://www.gqmagazine.fr/article/decathlon-sort-une-collection-delicieusement-vintage-pour-les-jeux-olympiques |access-date=4 June 2024 |website=GQ Magazine}}

Decathlon was announced as the co-title sponsor of the AG2R La Mondiale Team in a five-year deal from 2024 onwards, renaming the team as Decathlon–AG2R La Mondiale.

Locations

File:Decathlon.svg

File:Decathon, Pasaż Łodzki, Łódź, Jana Pawła II Street.jpg, Poland]]

File:DecathlonKalamassery.jpg stores in Kalamassery]]

File:Decathlon istanbul.jpg store]]

File:Decathlon Store in China.jpg store]]

File:Rijnhal-2017.jpg (Rijnhal) store]]

File:Decathlon, Southside Wandsworth.jpg, London]]

File:Decathlon at SM City Cebu (2024-03-31).jpg]]

As of May 2021, Decathlon operated 1,655 Decathlon stores worldwide in nearly 1,000 cities and 65 countries.

Online delivery has been introduced in Australia, Bangladesh, Belgium, Brazil, Bulgaria, Canada, Czech Republic, Chile, Colombia, Estonia, France, Germany, Greece, Hong Kong SAR, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Kazakhstan, Latvia, Lebanon, Mainland China, Mexico, Netherlands, Poland, Portugal, Philippines, Romania, Serbia, Singapore, Spain, Taiwan, Turkey, Ukraine, United Kingdom, and recently, Egypt, Malaysia, Thailand, and Vietnam.{{cite web |title=Delivery information |url=https://www.decathlon.com.cn/zh/help/articles/_/R-a-shipment-delivery |archive-url=https://web.archive.org/web/20191209132109/https://www.decathlon.com.cn/zh/help/articles/_/R-a-shipment-delivery |archive-date=2019-12-09 |access-date=1 December 2020}}

The first store in Tunisia opened in November 2017 in Tunis.{{cite web |date=3 January 2017 |title=DECATHLON enfin en Tunisie ! Interview avec le Directeur de la marque en Tunisie |url=http://www.pagesport.tn/2017/01/03/decathlon-enfin-en-tunisie-interview-avec-le-directeur-de-la-marque-en-tunisie/ |url-status=dead |archive-url=https://web.archive.org/web/20200214133728/http://www.pagesport.tn/2017/01/03/decathlon-enfin-en-tunisie-interview-avec-le-directeur-de-la-marque-en-tunisie/ |archive-date=14 February 2020 |access-date=20 January 2017}}

In February 2017, they opened the first store in Bogota, Colombia in the mall Parque La Colina.{{Cite web |title=Decathlon: el reto en Colombia es ofrecer los mismos precios que en Europa |url=https://www.portafolio.co/negocios/empresas/decathlon-abre-tiendas-en-colombia-503378 |website=Portafolio.co}}

In July 2017, Decathlon entered the Philippine market with a location at Festival Mall, Muntinlupa and at Tiendesitas, Pasig.{{Cite news |date=21 July 2017 |title=#SportsForEveryJuan: Decathlon Philippines Opens At Festival Mall |work=Relatable Fitness |url=https://www.jeffalagar.com/2017/07/sports-for-every-juan-decathlon-philippines-opens-at-festival-mall/ |access-date=14 August 2017 |archive-date=14 August 2017 |archive-url=https://web.archive.org/web/20170814175124/https://www.jeffalagar.com/2017/07/sports-for-every-juan-decathlon-philippines-opens-at-festival-mall/ |url-status=dead }}

In August 2017, the company announced it would open its first Canadian store in Brossard, Quebec during the spring of 2018.{{cite news |date=14 August 2017 |title=Decathlon Announces 1st Canadian Location |work=Retail Insider |url=http://www.retail-insider.com/retail-insider/2017/8/decathlon-canada-expansion |access-date=15 August 2017}}

In early-2017, Decathlon stores were opened in both Ghana and South Africa.{{Cite web |title=Decathlon continues to invest in Africa with Kenya store |url=https://ww.fashionnetwork.com/news/decathlon-continues-to-invest-in-africa-with-kenya-store,903667.html |access-date=6 December 2023 |website=Fashion Network}} In November 2017, Decathlon entered the Indonesian market.{{cite news |date=20 November 2017 |title=Decathlon Indonesia opens nation's largest sports store |url=https://www.retailnews.asia/decathlon-indonesia-opens-nations-largest-sports-store/ |access-date=3 November 2020}}

Their first Australian store opened in Tempe, Sydney, NSW, in December 2017.{{Cite web |last=Carey |first=Alexis |date=5 December 2017 |title=Decathlon in Tempe, Sydney: The ALDI of activewear opens first store |url=https://www.bodyandsoul.com.au/fitness/fitness-gear/the-aldi-of-activewear-opens-first-aussie-store-today/news-story/5f3e165642cb4901cc1002d797b7d199 |url-status=live |archive-url=https://web.archive.org/web/20171207085421/http://www.bodyandsoul.com.au/fitness/fitness-gear/the-aldi-of-activewear-opens-first-aussie-store-today/news-story/5f3e165642cb4901cc1002d797b7d199 |archive-date=7 December 2017 |access-date=16 January 2019 |website=bodyandsoul.com.au}} After two years in the Australian market, the viability of the Australian business is under question after posting a trading loss of $19,563,819 (Australian dollars) in two years of trading.{{Cite web |title=Search Company and Other Registers |url=https://connectonline.asic.gov.au/RegistrySearch/faces/landing/SearchRegisters.jspx?_adf.ctrl-state=5f8hfppmb_4 |access-date=25 November 2019 |website=connectonline.asic.gov.au}}

In April 2018, the company announced it would open its first store in Kyiv, Ukraine, in the first months of 2019.{{Cite news |title=Стало відомо, яким і де буде перший в Україні магазин найбільшого у світі спортивного бренду |url=https://biz.nv.ua/ukr/markets/stalo-vidomo-jakim-i-de-bude-pershij-v-ukrajini-mahazin-najbilshoho-v-sviti-sportivnoho-brendu-2496342.html |access-date=26 September 2018}} In November 2018, Decathlon opened its first store in Greece, Corinthe.{{Cite web |title=Decathlon a pénétré son 50e marché mondial |url=https://fr.fashionnetwork.com/news/Decathlon-a-penetre-son-50e-marche-mondial,1042447.html |access-date=17 December 2023 |website=Fashion Network}}{{Cite web |title=Decathlon ouvre ses portes à Corinthe, en attendant Athènes en 2019 |url=https://lepetitjournal.com/athenes/decathlon-ouvre-ses-portes-corinthe-en-attendant-athenes-en-2019-244759 |access-date=17 December 2023 |website=Le Petit Journal}}

In 2019, the company opened stores in Ireland;{{Cite news |title=Decathlon plans nine outlets for Ireland, starting with Ballymun |url=https://www.irishtimes.com/business/retail-and-services/decathlon-plans-nine-outlets-for-ireland-starting-with-ballymun-1.3762912 |access-date=21 January 2019}} Vietnam;{{Cite news |title=Decathlon Vietnam opens first store |url=https://insideretail.asia/2019/04/29/decathlon-vietnam-opens-first-store/ |access-date=2 October 2019}} Bangladesh; Malta; and Serbia.{{Cite news |title=First Decathlon sporting goods store opens in Serbia |url=https://www.ekapija.com/en/news/2719672/first-decathlon-sporting-goods-store-opens-in-serbia-other-cities-to-follow |access-date=12 May 2020}} The company also opened U.S. stores in California, which later closed in 2022.{{Cite news |title=Decathlon opens first American store |url=https://www.retaildetail.eu/en/news/fashion/decathlon-opens-first-american-store |access-date=21 November 2020}}{{cite news |last=Li |first=Roland |date=1 February 2022 |title=World's largest sports retailer to close stores in S.F. and Emeryville, another loss during pandemic |url=https://www.sfchronicle.com/bayarea/article/World-s-largest-sports-retailer-to-close-stores-16823307.php |work=San Francisco Chronicle |accessdate=3 August 2023}} In an earlier attempt to enter the US market, it acquired the 18 Boston, Massachusetts area locations of MVP Sports Stores in 1999, rebranded them under the Decathlon brand, and subsequently closed those stores by 2006.{{Cite news |title=Décathlon se retire du marché américain |url=https://www.lemonde.fr/economie/article/2006/10/02/decathlon-se-retire-du-marche-americain_819027_3234.html |access-date=14 December 2023 |newspaper=Le Monde.fr|date=2 October 2006 }}{{Cite journal |title=Décathlon quitte les États-Unis |url=https://www.lsa-conso.fr/decathlon-quitte-les-etats-unis,48639 |access-date=14 December 2023 |website=LSA|date=5 October 2006 |last1=Conso |first1=L. S. A. }}

The first store in Kazakhstan was opened in 2020 in Almaty. Now there are 2 stores in the country.

In November 2020, the first Decathlon store opened in Riga, Latvia.{{Cite web |title=French Decathlon to open the first store in Latvia this fall |url=https://www.baltic-course.com/eng/good_for_business/?doc=155612 |access-date=14 December 2023 |website=Baltic Course}}

Decathlon was supposed to open in Mauritius in April 2021 but due to the lockdown, the grand opening was on 13 May 2021.{{citation needed|date=January 2022}}

In April 2021, the first Decathlon store opened in Saudi Arabia, Jeddah.{{Cite web |title=Store Finder |url=https://decathlon.com.sa/pages/stores |access-date=14 September 2023 |website=Decathlon KSA}}

Following the 2022 Russian invasion of Ukraine, many international, particularly Western companies, pulled out of Russia. Decathlon has been criticized for not announcing any scaling down of its operations, unlike most of its Western competitors.{{Cite web |last=Pladson |first=Kristie |title=Which companies have pulled out of Russia over the Ukraine invasion?|url=https://www.dw.com/en/which-companies-have-pulled-out-of-russia-over-the-ukraine-invasion/a-61078955 |access-date=11 March 2022 |website=dw.com}}{{Cite web |date=8 March 2022 |title=Auchan, Total, Renault… L'embarras des entreprises françaises en Russie |url=https://www.nouvelobs.com/economie/20220308.OBS55405/auchan-total-renault-l-embarras-des-entreprises-francaises-en-russie.html |access-date=13 March 2022 |website=L'Obs |language=fr}} On 29 March, Decathlon announced that it has ceased its operations and suspended the operation of all its stores in Russia.{{Cite web |date=29 March 2022 |title=Decathlon finally closes Russian stores after boycott calls |url=https://www.retailgazette.co.uk/blog/2022/03/decathlon-finally-closes-russian-stores-after-boycott-calls/ |access-date=29 March 2022 |website=Retail Gazette}} However, reports in mid-June indicated that the stores are still in operation and may be temporally closed by the end of the month until it becomes possible to renew supplies.[https://www.moscowtimes.eu/2022/06/15/dekatlon-vkontse-iyunya-zakroet-moskovskie-magazini-a21322 «Декатлон» в конце июня закроет московские магазины], Moscow Times, 15 June 2022 In May 2023, it became known that the Turkish company FLO Retailing and the Lebanese Azadea Group were negotiating the purchase of the Russian Decathlon. FLO Retailing has previously bought the Russian business of the Reebok chain.{{Cite web|url=https://www.vedomosti.ru/business/articles/2023/05/30/977567-vladelets-rossiiskogo-biznesa-reebok-i-sobstvennik-dubai-mall-mogut-vikupit-aktivi-decathlon|title=Владелец российского бизнеса Reebok и собственник комплекса Dubai Mall могут выкупить активы Decathlon в нашей стране|language=ru|date=30 May 2023|website=Vedomosti}} As a result, the Russian government approved the sale of Decathlon to the Russian company ARM, which previously acquired the brand of the Spanish retailer Mango on a franchise basis. ARM promised to reopen all 35 Decathlon stores in Russia.{{Cite web|url=https://www.kommersant.ru/doc/6121934|title=Правительство одобрило продажу Decathlon компании—владельцу франшизы Mango|language=ru|date=21 July 2023|website=Kommersant}} In December 2023, Decathlon confirmed that they are supplying a limited quantity of their products to ARM for a limited time period as part of the company's disengagement agreement in Russia in respond to a report that the company continued to supply their products to Russia through shell companies.{{Cite news |date=19 December 2023 |title=French sports retailer acknowledges secretly supplying Russia |url=https://www.lemonde.fr/en/international/article/2023/12/19/french-sports-retailer-acknowledges-secretly-supplying-russia_6359179_4.html |access-date=13 March 2024 |work=Le Monde |language=}}{{Cite web |last= |date=19 December 2023 |title=Press Release December 19th, 2023 |url=https://www.decathlon-united.media/pressfiles/since-october-2023-decathlon-no-longer-operates-in-the-russian-federation |access-date=13 March 2024 |website=Decathlon United |language=en}}

In May 2023, Decathlon opened its eighteenth store in Morocco.{{Cite web |title=Une 18e ouverture pour Decathlon Maroc |url=https://www.leconomiste.com/flash-infos/une-18e-ouverture-pour-decathlon-maroc |access-date=9 February 2024 |website=L'Economiste|date=18 May 2023 }} Later on 1 August 2023, Decathlon closed their physical and online store in Bangladesh, and shifted to sell their products through Daraz and Unimart.{{citation needed|date=September 2023}} Later in September, it was announced that a new Decathlon store would open Trois-Rivières, Canada.{{Cite web |title=Décathlon s'installe à Trois-Rivières |url=https://www.lhebdojournal.com/actualites/decathlon-sinstalle-a-trois-rivieres/ |access-date=9 February 2024 |website=L'Hebdo Journal|date=18 September 2023 }} In November 2023, Decathlon opened in Beau-Plan, Maurice.{{Cite web |title=Une ouverture tant attendue |url=https://lexpress.mu/s/une-ouverture-tant-attendue-528609 |access-date=12 February 2024 |website=L'Express|date=8 November 2023 }} The same year, the opening of a fourth Decathlon store in Strasbourg was reported.{{Cite web |title=Exclusif : un nouveau magasin Decathlon va bientôt ouvrir à Strasbourg |url=https://actu.fr/grand-est/strasbourg_67482/exclusif-un-nouveau-magasin-decathlon-va-bientot-ouvrir-a-strasbourg_59983297.html |access-date=9 February 2024 |website=Actu|date=19 August 2023 }} Also in 2023, Decathlon unveiled its plan to set up a new shop in the Cristal shopping center in Martigny, Switzerland. In December 2023, a new Decathlon store was opened in Tahiti.{{Cite web |title=Ouverture de Décathlon Tahiti : " On a beaucoup de stock " |url=https://www.radio1.pf/ouverture-de-decathlon-tahiti-on-a-beaucoup-de-stock/ |access-date=21 February 2024 |website=Radio 1|date=7 December 2023 }}{{Cite web |title=Decathlon Tahiti accueillera ses premiers clients vendredi |url=https://www.tntv.pf/tntvnews/polynesie/societe/decathlon-tahiti-accueillera-ses-premiers-clients-vendredi/ |access-date=21 February 2024 |website=TNTV News|date=5 December 2023 }}

In January 2024, Decathlon opened its third store in Dublin, Ireland.{{Cite web |title=Decathlon to open third Irish store in Dublin city centre |url=https://www.independent.ie/business/decathlon-to-open-third-irish-store-in-dublin-city-centre/a2065188053.html |access-date=1 March 2024 |website=Irish Independent|date=17 January 2024 }}{{Cite web |title=Decathlon to open new store at Dublin's Clerys Quarter |url=https://www.rte.ie/news/business/2024/0117/1426966-decathlon-to-open-new-store-at-dublins-clerys-quarter/ |access-date=1 March 2024 |website=RTE|date=17 January 2024 }} Later, in February, Decathlon unveiled its planned four further openings in Swiss city centers: two in Geneva, one in Vevey and one in Winterthur.{{Cite web |title=Commerce: L'ouverture du magasin Decathlon de Granges-Paccot est prévue pour novembre |url=https://www.laliberte.ch/info-regionale/commerce-l-ouverture-du-magasin-decathlon-de-granges-paccot-est-prevue-pour-novembre-720757 |access-date=29 February 2024 |website=La Liberté|date=26 February 2024 }} Indeed, it was announced that a new Decathlon store would open in Agy Centre, Switzerland.{{Cite web |title=Granges-Paccot: Agy Centre va se moderniser et devrait accueillir Decathlon |url=https://www.laliberte.ch/news/regions/granges-paccot-agy-centre-va-se-moderniser-et-devrait-accueillir-decathlon-717156 |access-date=9 February 2024 |website=La Liberté|date=25 January 2024 }}{{Cite web |title=Commerce: Il y aura bien un nouveau magasin Decathlon à Agy Centre |url=https://www.laliberte.ch/info-regionale/commerce-il-y-aura-bien-un-nouveau-magasin-decathlon-a-agy-centre-718947 |access-date=9 February 2024 |website=La Liberté|date=9 February 2024 }} Also in early-2024, it was reported that another store in Perpignan would be opening in March and it would be one of Europe's largest Decathlon stores.{{Cite web |title=Perpignan. Ce nouveau gigantesque magasin a annoncé sa date d'ouverture |url=https://actu.fr/occitanie/perpignan_66136/perpignan-ce-nouveau-gigantesque-magasin-a-annonce-sa-date-d-ouverture_60679188.html |access-date=9 February 2024 |website=Actu|date=9 February 2024 }}{{Cite web |title=À quoi va ressembler le prochain grand magasin Décathlon au sud de Perpignan ? |url=https://www.francebleu.fr/infos/economie-social/a-quoi-va-ressembler-le-prochain-grand-magasin-decathlon-au-sud-de-perpignan-1641060 |access-date=21 February 2024 |website=France Bleu|date=21 September 2023 }}

In February 2024, Decathlon revealed plans to close down most of its stores in Sweden, to focus on e-commerce. However, in July it announced a complete withdrawal from the Swedish market, after 13-year operation in the country. The given reasons were global economic fluctuations, declining market demand and rising cost.{{Cite web |title=Decathlon officially withdraws from the Swedish market and ceases all business operations |url=https://www.linkedin.com/pulse/decathlon-officially-withdraws-from-swedish-market-ceases-ellen-ruan-xuywf |access-date=8 August 2024 |website=Linkedin|date=30 July 2024 }}

In 2024 Decathlon opened stores in Uruguayhttps://decathlon.com.uy/pages/stores and Paraguay.https://decathlon.com.py/pages/stores

Economic review

Its success has greatly contributed to the decline of independent retailers in France, while the spread of its own brands has caused great difficulties for traditional manufacturers. 2008 was a record year for the company as the brand Decathlon had beaten all its competitors on three key points: margin, market share, and highest turnover per square meter of retail space. It is arguably the third at a global level.{{Citation needed|date=March 2023}} A 2008 survey of 774 catchment areas at the request of the Ministry of Economy and Finance shows that "for sporting goods, Decathlon is dominant in 92.8% of zones".[http://hebdo.nouvelobs.com/hebdo/parution/p2275/articles/a376987-.html?xtmc=decathlon&xtcr=81 Distribution : l'enquête secrète de Lagarde], Le Nouvel Observateur no. 2275, 12 June 2008 This dominant position has the effect of marginalizing its commercial competitors, including independent retailers.« La déferlante des MDD façon Decathlon déstabilise évidemment les marques traditionnelles. », Gilles Tanguy : Decathlon, le colosse qui écrase tous ses rivaux, Capital, 3 July 2009; « Cinq cents personnes rassemblées jeudi à Saint-Denis (Seine-Saint-Denis) à l'appel de la fédération textile - habillement - cuir CGT, ont envahi un magasin Decathlon près du Stade de France pour protester contre les plans de licenciements et les délocalisations dans le secteur textile, a-t-on appris de sources policière et syndicale. », [https://archive.today/20120714234726/http://tempsreel.nouvelobs.com/actualites/20030306.OBS7828/?xtmc=decathlon&xtcr=69 Nouvelobs.com, 06.03.2003].

Competition

In 2009, Decathlon's sector rivals, {{Interlanguage link|Go Sport|fr|3=Groupe Go Sport}} and {{Interlanguage link|Sport 2000 (French company)|fr|Sport 2000|lt=Sport 2000}}, joined forces to set up a common purchasing center in Switzerland, intended to "pressurize most of the major international suppliers", according to François Neukirsh, Managing Director of Go Sport, in the newspaper Les Échos. Otherwise, the company does not have significant competition due to its specific target audience in mass-market retail. Intersport is also a major competitor mainly in the European market.

Decathlon has changed its name to Nolhtaced for a month in Belgium for promoting reverse shopping.{{cite news |title=Decathlon changes name to 'Nolhtaced' in Belgium; find out why |url=https://indianexpress.com/article/lifestyle/life-style/decathlon-changes-name-nolhtaced-belgium-reverse-shopping-8205620/ |work=The Indian Express |date=13 October 2022}}

Human rights issues and use of forced labour

Decathlon has been under scrutiny after reports indicate that the company's suppliers in Sri Lanka's free trade zones violate the country's labour laws.{{cite web |url=https://www.zeit.de/wirtschaft/unternehmen/2017-12/decathlon-working-conditions-production-textiles-asia-english/komplettansicht |title=Sewing on an Empty Stomach |date=6 December 2017 |publisher=Zeit Online|access-date=3 June 2019}}

Since 2003, Decathlon has adopted a social charter of the Social and Environmental Responsibility World Forum regarding human rights, health and safety, respect for the environment, corruption and management and communication.[https://www.bipiz.org/en/advanced-search/the-responsible-buying-process-at-oxylane.html], Bipiz Online, 23 February 2016 Decathlon has, however, declined to disclose the names of its suppliers.

In February 2025, French investigative media outlet Disclose, in collaboration with the France 2 television program Cash Investigation, published an exposé revealing that Decathlon, a prominent French sports retailer, had sourced products from Qingdao Jifa Group—a Chinese textile manufacturer implicated in state-sponsored forced labor programs targeting the Uyghur minority in Xinjiang. The investigation uncovered that Jifa's subsidiary, Xinjiang Xirong Clothing, received government subsidies to "train ethnic minorities," a practice associated with coercive labor transfers. Additionally, a manager at a Jifa facility acknowledged that cotton used in their production could originate from Xinjiang, raising concerns about forced labor in Decathlon's supply chain. {{cite web |url=https://disclose.ngo/fr/article/decathlon-revelations-sur-un-champion-de-lexploitation |title=Decathlon : révélations sur un champion de l’exploitation |date=4 February 2025 |publisher=Disclose}}