Why Decathlon wants to renovate all of its stores

In Paris, Decathlon has unveiled a new brand identity, including its own logo. The ‘orbit’ should become as recognisable as Nike’s ‘swoosh’. All shops will be renovated step by step, as the new brand identity is about much more than just a logo.

Three pillars

“We are starting a new chapter”, CEO Barbara Martin Coppola started the new brand identity reveal. Today people need sport more than ever, she argues: people are not moving enough and obesity is on the rise, while movement connects our bodies and the world around us.

The motto “Move people trough the wonders of sport” leads Decathlon to a new strategy, with customer experience, sustainability and modernisation as its pillars. Customer experience must go beyond the product, while the sports chain wants to redesign its processes, products and materials more sustainably. The entire organisation needs to optimise and become digital to be more agile.

“Ready to play?”

Decathlon is known for its blue big-box stores, but they are now “opening up to the world” under the sign of a new symbol that refers to movement, circularity and connection. At the same time, a new slogan is launched: “Ready to play?”

The retailer’s brand portfolio has also been simplified, with nine category specialists (including Quechua and Kipsta) and four expert brands: Kiprun, Simond, Solognac and Van Rysel. In the coming months, more than 1,700 shops around the world will be renovated accordingly to show the new layout.

Decathlon is also betting on new ways to offer customer experience, including the 3D Shopping App on Apple Vision Pro in the US. The retailer claims to be the first in the world with a shopping app for VR glasses. “We are not retailers, we are storytellers”, Chief Customer Officer Celine Del Genes concludes.