Decathlon's transition to a 'multi-specialist company': From logo to store concept

While other sportswear chains face various challenges and sometimes even flounder, Decathlon sees room for growth. The French sports fashion retailer, founded in 1976 by seven sports enthusiasts with the mission to make sport accessible to all, aims to transform from a B-brand into an A-brand. Therefore, Decathlon drafted a transition plan. The transition plan aims for a 'more profitable, digital, and environmentally friendly' approach. Such a plan necessitates a refreshed workflow and includes a new vision, brand identity, and goal. What does Decathlon have in store? To find out, FashionUnited travelled to Paris, France, at Decathlon's invitation. The French sports fashion retailer shared its future plans at the Accor Arena, the stadium hosting the basketball and gymnastics finals of the 2024 Olympic Games. FashionUnited also had the opportunity to visit the first store representing Decathlon’s new vision.