“Move People Through the Wonders of Sport” - Moving Humanity through the magic of sport.
1. New Purpose
Here is Decathlon's new purpose, aimed at a specific objective: enhancing brand desirability. This vision was developed by Barbara Martin Coppola - General Director of Decathlon - highlighting their commitment to sustainability and individual well-being.
2. New Logo
Decathlon has evolved its logo five times since its founding in 1976. The brand identity and logo have undergone a fifth evolution, aiming to be more futuristic, featuring
- a more dynamic blue,
- and a new icon: the "orbit".
3. Communication and Experience
Gone is the "A fond la forme" .. and in its place is the new tagline "Ready to play?", which, along with the "digital first" approach, reflects Decathlon's commitment to delivering an innovative and sustainable sporting experience for its customers.
4. Simplified Brand Portfolio
Decathlon is simplifying its brand portfolio down to nine specialized brands:
- Quechua - mountain
- TRIBORD - water and wind
- Rockrider - outdoor cycling
- Domyos - fitness
- Kipsta - team sports
- Caperlan - nature
- Inesis - precision sports
and four expert brands:
5. Commitment to Sustainability
Ambitious sustainability goals, including aiming for Net Zero by 2050 and collaborating with suppliers to decarbonize processes and extend product lifespans.
6. Innovation and Inclusivity
Decathlon "aims to become one of the most inclusive organizations in the world" - to strengthen its community and promote access to sports. A significant step in Decathlon's evolution.
It's incredible to see everything that a brand change entails.
However, it's often just the logo that attracts attention. The importance of rebranding ..
