Decathlon reimagines Play launching bold new identity
In a significant brand transformation, Decathlon has launched its bold new identity and purpose, aiming to reignite the spirit of play across global communities.
The leading multi-specialist sports brand introduced its dynamic “orbit” logo and the inspiring mission “Move People Through the Wonders of Sport,” reflecting a fresh, forward-looking approach to engaging people of all ages and backgrounds in physical activity.
Decathlon’s initiative marks a pivotal shift in its strategy, emphasizsng innovation, accessibility, and sustainability in sports. The company, established in 1976, has long advocated the benefits of sport for individual well-being and societal health. With the world facing unprecedented challenges in physical inactivity and disconnection, Decathlon’s refreshed purpose seeks to leverage the joy and unity of play to foster healthier, happier communities worldwide.
The rebranding highlights Decathlon’s commitment to an enhanced customer experience, encompassing a revamped product portfolio, cutting-edge digital integration, and a focus on eco-friendly practices. The new brand identity celebrates movement, ambition, and a circular economy ethos, signaling Decathlon’s dedication to environmental stewardship and inclusive sporting experiences.
As Decathlon embarks on this transformative journey, it reaffirms its role as a catalyst for positive change, inviting people everywhere to rediscover the joy of play and embrace the wonders of sport. The company’s ambitious vision sets a new benchmark for the industry, aiming to inspire and mobilize communities around the globe to engage in sports with renewed enthusiasm and purpose.
Barbara Martin-Coppola, Decathlon’s Global Chief Executive Officer: “Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. It has a unifying power, and can improve both physical and mental health. At Decathlon, we want to have a greater positive impact on humans, society and the planet by Moving People Through the Wonders of Sport. I am proud to be working towards the North Star – our guiding light and ambition – with our teammates. It’s been incredible to see our diverse community come together to celebrate what makes us special: enabling everyone to practise sport on their own terms. 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.”
