People need sport today more than ever.
The world around us is changing rapidly with innovation and technology evolving at lightspeed.
It can be unsettling, creating stress and pressure. We have also become more unhealthy as a global population, with sedentarism and overconsumption on the rise. There's a particular issue amongst children, where obesity has risen in Europe by 150% since 1980.
At DecathIon, we believe that sport has a vital role to play in helping societies to be healthier and happier. Sport helps us to reconnect with our humanity, with the planet, and with our physical selves. So, we took a moment to ask ourselves who we really want to be, and why we exist as an organisation…
From this, we wrote our North Star. This is our long-term ambition, and our guiding light to have all the positive impact we can have in the world. Guided by the North Star, a new purpose was born, to Move People Through the Wonders of Sport.
Anchored to this purpose, we created a new strategy to concretely evolve many aspects of our business. This includes recreating our customer experience, accelerating the movement towards sustainability, and modernising our company end-to-end.
Core to the evolution of the customer's experience through all its touchpoints is the introduction of our new brand.
We are all incredibly excited and proud to share with you the new chapter of Decathlon. One that will help many people around the world experience the wonders of sport.
Barbara Martin Coppola
CEO Global Decathlon
A NEW AMBITION,
A NEW POSITIONING,
A NEW IDENTITY
in 1976, Decathlon was created out of friendship between sports lovers who wanted everyone to enjoy the benefits and fun of being active. Many people have a story to tell with Decathlon, whether It is about a trusty piece of gear or learning to ride a bike.
And so what started as a dream of friends Is now a global company with more than 100,000 teammates and more than 1,700 stores across 70 countries and regions, offering sporting equipment for 80 sports. A sports brand catering to beginners and experts alike.
Today, the world around us is changing faster than ever creating stress, pressure and a lack of a sense of belonging. In addition, as much as 70% of the world population is inactive according to the World Health Organization. For our mental and physical well being, the world needs sport more than ever right now.
For decades, Decathlon has been democratising sport, but today, we feel that we must go much further and faster, to have an even greater impact. So we started to ask ourselves, why are we really here? Who do we want to be? What is the reason why Decathlon exists?
From this, we came together and wrote our North Star which is our ambition, our guiding light for building a better future for people, society and the planet.
Within our North Star, we have a beautiful purpose, to Move People Through the Wonders of Sport.
These words have multiple, important meanings.
Move: physically by helping people to live active lifestyles, emotionally by bringing joy into people's lives and fostering connections, and behaviourally so that people adopt more sustainable behaviours.
People: accessible to all people, at all levels. From beginners right up to expert elites. Today we have the technicity that enables us to produce world-class competitive products.
Wonders of Sport: The magic of doing it your way, it can be the joy of participation or the thrill of performance, we help make sport yours in an inclusive way.
So our purpose can be interpreted by people in many different ways according to what matters most to them, and that's what makes it so special.
OUR NEW BRAND IDENTITY
The new logo consists of two elements, our wordmark and our new symbol, known as the Orbit.
The Orbit is an expression of our North Star, building from our past to project us towards our future. Its movement conveys our commitment to circularity while drawing on DecathIon's design heritage with our iconic tilted "A".
Representing a mountain, a sail, a wave, or even a heartbeat, the peak at the end of the Orbit closes the movement towards new heights.
A symbol of openness, DecathIon's new logo lets everyone embrace it for what it means to them: whether it is accessible performance, innovation, or a positive impact on the environment.
Our new shade of blue is vibrant and full of energy, representing DecathIon's credibility as a sports brand.
But our new brand identity goes beyond our new logo.
Built on modularity, our brand identity will reflect our multi-specialisation, reaching out to more people, from beginners to experts. It will bring joy, emotions and convey strong values of inclusivity.
Decathlon's new identity has been in the making for the past two years. Teams have been hard at work to create a brand which truly represents Decathlon for what it is: a global multi-specialist sports brand, moving all people, from beginners to top athletes, through the wonders of sport.
READY TO PLAY?
The question DecathIon is asking today is, are you ready to play?
This is an invitation to colleagues, customers and the world, to embrace that thing we all have within us,
That we feel since the day we were born.
That doesn't care how old you are, how rich you are, how strong or fit you are.
That moves you through sport, and life, with more energy and enjoyment.
Nothing should hold you back
And together with Decathlon and our commitment to
making sport for everyone, nothing will.
So, are you
Ready to play?