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Decathlon is renewing its image 👀

The change goes far beyond a simple facelift and would be better described as a "strategic repositioning" rather than just a "branding" project.

For several years now, Decathlon has been striving to become our best ally in practicing sports (any sport), moving from being seen as a mere private label for accessing sports equipment to competing across various sports categories with the leaders in those fields.

This evolution has been particularly evident in France and is gradually taking hold in other markets, reflected in a clear qualitative improvement of their products and technical specificity. Decathlon is no longer just a brand for basic access products; now you can find medium and even some high-level quality items.

With this exercise of "strategic repositioning", they take a further step and openly communicate this to the market. Their new slogan is:

"Move People Through the Wonders of Sport"

In other words, they aim to be the reference in motivating consumers to engage in sports and benefit from its virtues, regardless of the sport and level of practice.

All this is supported by:

  • A new brand identity—colors are updated, though the historical types and characteristics of the name logo (the tilt of the "A") are maintained.

  • An isotype called "The Orbit" is added, which seeks to express movement, the ambition to reach new challenges, and circularity. (It does somewhat remind one of "Asics," but nowadays, it's tough to find brand marks that don't somewhat resemble others).

  • The structuring of the brands into two levels by type of activity:

    • Specializing Brands:

      • Quechua (mountain)

      • Tribord (water, sailing)

      • Rockrider (cycling)

      • Domyos (fitness)

      • Kuikma (racket sports)

      • Kipsta (team sports)

      • Caperlan (nature)

      • Btwin (urban mobility)

    • Expert brands:

      • Van Rysel (road cycling)

      • Simond (mountain)

      • Kiprun (trail running)

      • Solognac (field/hunting)

While this brand structuring enhances its "product quality," Decathlon continues to position itself as a consumer brand, not for professionals - enjoying sports!

👉 That doesn't mean they're not exploring more demanding scenarios, as evidenced by their sponsorship of the WorldTour cycling team AG2R La Mondiale, the Paris 2024 Olympics, the Spanish Federation of Mountain and Climbing Sports, sponsorship of the Europa League and Conference League,...

Decathlon is a player to be taken very seriously by those traditionally considered "premium" brands, as it is determined to fully enter its consumer territory. 🤔

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