Hi, everyone! Decathlon doesn’t sponsor major sports teams or run flashy ad campaigns featuring superstar athletes. Unlike Adidas or Under Armour, it doesn’t have a cult following. Yet, despite all this, Decathlon has quietly risen and become the world's largest sports retailer. So, how did it pull this off? The French giant controls everything in-house, from research and development to sales, repairs, and even resale. This integrated approach is one of the biggest factors that has caused Decathlon has quietly risen and solidify its industry leadership.
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Sustainable
Even more impressive? Decathlon has sustained this growth despite global crises and limited penetration in some key markets. For nearly 50 years, it has championed the idea that sports should be accessible to everyone, offering €25 hiking boots and €220 bikes. This vision traces back to founder Michel Leclercq’s ambition in 1976. Inspired by the collapse of U.S. sports chain Sports Authority, he set out to create a brand that offers affordable gear for all kinds of sports under one roof.
3 Key Pillars Of Declathlon's Strategy
1. Owning Every Step of the Process
Decathlon's biggest strength? Its unique business model. By handling research, design, production, and distribution in-house, it eliminates middlemen and keeps costs low. Instead of splurging on high-budget marketing campaigns, the brand focuses on maintaining affordable prices. In fact, its advertising efforts are minimal, one of the rare exceptions being its collaboration with football star Antoine Griezmann for Kipsta. Decathlon doesn’t chase fashion trends; it prioritizes value for money. The brand even optimizes product design by reducing fabric usage and minimizing stitching to cut costs while maintaining quality.
2. Predicting Trends & Adapting Quickly
Decathlon has been a pioneer in sustainability and second-hand retail. Back in 1986, it launched Trocathlon, a platform for customers to trade in used sports gear. It later expanded this concept with the "Second Life" initiative, covering everything from golf clubs to treadmills. Committed to reducing its environmental impact, Decathlon aims to cut carbon emissions by 40% by 2030 and achieve net zero by 2050. It has already taken bold steps, such as eliminating shoeboxes for several models to reduce waste.
3. Hiring the Right People
Decathlon doesn’t just hire salespeople and analysts—it creates long-term stakeholders. Since the 1980s, employees have been company shareholders, fostering loyalty and internal growth. CEO Barbara Martin Coppola emphasizes Decathlon’s entrepreneurial spirit, ensuring employees play an active role in decision-making at every level. When hiring, the company prioritizes passion over IQ, looking for candidates who truly believe in its mission.
Decathlon’s Future
Decathlon’s success isn’t just about selling bikes or sportswear, it’s about chasing bold ideas. The brand now faces a crucial question: should it compete with the biggest names in sports retail, or continue forging its own unique path? Michel Leclercq’s stance is clear: "I don’t know our market share, and I don’t care. What I do is create the conditions that shape the market." That mindset has made Decathlon a game-changer and the world’s go-to sports retailer. The question is, will it stay ahead by sticking to its core values, or evolve to take on industry giants? What are your thoughts? What do you think of Declathlon's strategy? Do you have better ideas? Share them with us via Instagram, E-Mail
