Decathlon, the renowned global sports brand, is embarking on a transformative journey centered around its new purpose: “Move People Through the Wonders of Sport.” This initiative is not just about selling sports gear but about fostering a global movement towards innovative and sustainable sports engagement. Central to this initiative is Decathlon’s revamped brand identity, featuring a dynamic new logo dubbed the “orbit.”

This evolution stems from Decathlon’s long-term ambition, its “North Star,” which guides its mission towards benefiting society and the planet. This purpose-driven approach has led to the formulation of a new mission, aiming to inspire people through the transformative power of sports.

At the heart of Decathlon’s global strategy is a commitment to enhancing customer experience, prioritizing sustainability, and modernizing operations. A significant aspect of this strategy is the unveiling of an updated brand identity, aimed at enriching customer engagement.

Barbara Martin-Coppola, Decathlon’s global CEO, expressed the significance of this moment in the brand’s history, emphasizing the unifying power of sports and its potential to improve overall well-being. She underscores Decathlon’s commitment to making a positive impact on individuals, society, and the environment through sports.

The new brand identity reflects Decathlon’s aspirations while honoring its rich heritage. The vibrant blue color palette and the Orbit symbol signify motion, progress, and the circular approach underlying Decathlon’s sustainable practices.

Decathlon is leveraging its brand potential to democratize sports participation through a simplified portfolio. This includes 9 category specialists such as Quechua, Tribord, and Domyos, catering to various sporting needs, along with 4 expert brands including Van Rysel and Kiprun.

In essence, Decathlon’s refreshed brand identity is not just a cosmetic change but a testament to its commitment to making sports accessible to all while embracing sustainability and innovation.