Decathlon Unveils New Brand Purpose and Identity

Global multi-specialist sports brand, Decathlon, has revealed its fresh brand purpose: "Move People Through the Wonders of Sport," aiming to introduce innovative and sustainable sports to all.

The unveiling includes a new, "dynamic and forward-looking identity," along with the introduction of the new "orbit" logo.

Decathlon states, "Anchored to this purpose, Decathlon is adopting an ambitious global strategy, which encompasses an enhanced customer experience, a strong commitment to sustainability, and an overall modernization of the company."

Barbara Martin-Coppola, Decathlon’s Global Chief Executive Officer, expressed, “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."

She added, "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."

Decathlon's new brand identity reflects its ambition while honoring its heritage. The brand's dynamic blue now incorporates a new brand icon – "the Orbit" – symbolizing movement, the ambition to reach new heights, and circularity, central to Decathlon’s sustainable business model.

Decathlon is poised to leverage its brand fully to make sports accessible to everyone through a simplified brand portfolio. This includes 9 category specialists: Quechua (mountain), Tribord (water and wind), Rockrider (outdoor cycling), Domyos (fitness), Kuikma (racket), Kipsta (team sports), Caperlan (wildlife), Btwin (urban gliding and mobility), and Inesis (target), alongside 4 expert brands: Van Rysel, Simond, Kiprun, and Solognac.