Decathlon: a new logo, simplified brand portfolio & new corporate strategy

Decathlon has unveiled its new mission statement, "Move People Through the Wonders of Sport", as well as a new logo, visual identity and associated brand strategy, announced the "international, multi-specialist sports brand" on 12/03/2024.

This strategy is organised around four main areas:
• a business model based on sustainability, including a "Net Zero" ambition by 2050;
• a rethought customer experience, thanks to the overhaul of the Group's e-commerce platform and the integration of artificial intelligence technologies for supply chain management;
• the pursuit of innovation, with "more than 850 engineers and 400 designers" and "900 patents filed";
• an emphasis on inclusivity, with, for example, an executive committee with equal representation for the first time in 2023.

To symbolise this new strategic direction, Decathlon has unveiled a new logo "that reflects the brand's ambition while honouring its past. In addition to the dynamic blue, it now welcomes the 'Orbit' a new icon incorporated into the logo, which expresses 'movement and the ambition to reach new heights and…