Rewriting Sport's Playbook for Billions of Athletes Rebrand

Decathlon is the world’s third-largest sports company, with revenue over $15bn and 2000 stores worldwide. But despite its scale, Decathlon’s cultural impact in sport was faint. Seen as a budget retailer rather than a global sports brand, it was losing out on younger audiences. A fragmented identity – spread across 70 markets and 85 sub-brands – diluted its impact, making it difficult to stand out in a category dominated by brands that glorify competition and victory. The new North Star – Move People Through the Wonders of Sport – challenged category conventions and transformed Decathlon into a brand that moves people, not just products. We refined Decathlon’s wordmark, refreshed its iconic blue, and introduced the Orbit – the brand’s first-ever symbol. It conveys movement and circularity, with an angle inspired by the iconic wordmark and a peak representing the outdoors. Designed for every surface whether embroidered, embossed, or printed – it will feature on all products from play to pro. The bespoke new typeface, Decathlon Sans, is designed to make an impact – using dynamic characters inspired by the logo to bring a sense of movement. A bold new voice, iconography and flexible visual system brought cohesion to 85 sub-brands, ensuring Decathlon moves as one across 70 markets. The brand now has greater relevance on a global scale, and supports Decathlon in its exciting new partnerships, store launches and collaborations. At the 2024 Paris Olympics, Decathlon’s new identity took centre stage as official partner – on volunteer uniforms, in stores, and at the Decathlon Playground, which welcomed 200,000+ visitors. Momentum continues to build, with Decathlon a key partner of the Tour de France 2025, Red Bull Racing and Canterbury Rugby through 2027, continuing to build long term brand growth.