Decathlon, the global multi-specialist sports brand, has revealed its fresh brand purpose: “Move People Through the Wonders of Sport,” aiming to bring innovative and sustainable sports to all.

Aligned with this mission, Decathlon is embarking on a bold global strategy that includes enhancing customer experiences, committing to sustainability, and modernizing the company overall. Core of this enhanced customer experience is the introduction of a revamped brand.

The striking new brand identity of Decathlon reflects its ambition while celebrating its past. . Accompanied by a vibrant blue, it now features a new brand icon – “the Orbit” – symbolizing movement, the aspiration to reach new heights, and circularity, representing Decathlon’s sustainable business model.

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Decathlon’s Global Chief Executive Officer, Barbara Martin Coppola, Stated “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. 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. It’s been incredible to see our diverse community come together to celebrate what makes us special: enabling everyone to practise sport on their own terms. I am confident that our ambitious strategy, evolving our way of doing business, will ensure Decathlon leads the sector as a unique and trusted sports brand.”