Decathlon: Sports and adventures in luggage
Decathlon, the French brand that has innovated the retailing and selling of sporting goods, is a veritable Lovemark for families.
By Sut-Mie Guibert
“À fond la forme!” translated as “the best form to the maximum” is the motivating slogan that Decathlon has used to encourage the French to play sports. In 1976, when the first store opened, everything was innovative: an enormous space in the parking lot of a mall that housed 10 different sports (hence the name) at affordable prices. More than 40 years later, this startup, created by 7 sporting friends and entrepreneurs, has conquered the world. It is now present in 63 countries, with its mega store concept designed for sports enthusiasts, from beginners to professionals. In Brazil, there are now more than 40 stores and the expansion continues. The brand has become the favorite of families who like to travel, go on trips and, more than ever, take part in outdoor activities.
A variety that pleases everyone
A trip to Decathlon has become a family event. The store is large and you can easily spend a few hours there with the brand selling concepts and not only products. It represents various sports, healthy living, fashion, comfort and fun… Customers leave happy and convinced that tomorrow they will start that long-shelved project!
Try saying the magic phrase “shall we go to Decathlon?” and you will see eyes light up. There’s no way to pack a suitcase without stopping by the store. Even the laziest and least consumerist person can find something to buy there, because it has everything for everyone! It has all the sports, from the smallest fishing hook, to accessories for dancing, trekking and running, to the larger products, such as bikes, surfboards and canoes! You will not leave empty handed.
The variety is democratic: it ranges from team sports such as football and volleyball to the most select individual sports, like golf or horseback riding. It goes from the Zen vibe of the meditation mat to Muay Thai! Take a look at their website: there is even field hockey! Whatever your passion, it’s available.
And this is why families like it so much, even the least sporty ones! Everybody finds their interests and the coolest thing is that everything can be tried out in the testing areas. It is practically a bespoke purchase. The sellers are all experts, passionate sport lovers who know how to talk about the different products. Each shelf is an opportunity for the family to unravel new dreams, just as happens with travel.
Attractive prices
Another thing that pleases families is that, independent of the planned getaway, the store has the right products, whatever the season: thinking about holidays in Jericoacoara or skiing in Chile, you know you will find the right accessories and, even better, at affordable prices. Almost all the major brands are there, Nike, Kappa, Caloi… and Decathlon also offers its own-label products: Btwin, Kalenji, Tribord and Quechua are examples that include more than 7,000 exclusive products for over 65 different sports. Because the items are all developed in-house, from conception to design and logistics, they are competitively priced, which is always good news for those on a budget!
Slide photos and see some activities which can be done with kids and Decathlon’s products
Future and sustainability
Because it manufactures most of its products, Decathlon considers the future and creates products with eco design and recyclable raw materials, such as polyester, cotton, plastic and even with ecological cotton. The stores, warehouses and offices are committed to recycling, waste management and use of renewable energy. Concerning climate change, the brand has the goal of reducing its CO2 emissions by 90% up to 2026*! Just like traveling families, Decathlon knows that the world is our backyard and if we want to continue to enjoy it, we have to act quickly and responsibly.
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Discover our Lovemark: Decathlon
