Who we are, our mission and values
Decathlon's main mission is to make sport accessible to as many people as we can. We would like to help, inspire and guide you through your sports experiences. We believe that being active and discovering new sports every day is an important part of a healthy lifestyle. Let's do some sports together, as together is always more fun! Ever-evolving and high performance design, the best quality at the lowest possible price, and expert advice that customers of all ages, backgrounds and skill levels can access in-store or online, from anywhere, at any time, is what makes us who we are. And we’re pretty proud of that.
Born in France in 1976 and active in 72 countries, we are dedicated to delivering game-changing outdoor products.
High-performance hiking, camping, and cycling gear without the premium price - making the outdoors more accessible to people of all levels and abilities. It’s been the heart of our half-century legacy and remains at the core of our mission today. Decathlon is dedicated to helping, inspiring and guiding you through your sports experiences. We believe that discovering new sports and being active – well, it’s an important part of life – and living well shouldn’t just be for a privileged few. The power of people and positivity is at the heart of our business. Our team are sports people who are full of energy and enthusiasm for what we do; we’re encouraged to innovate and improve, and most importantly, to make changes for the better. We take our responsibility to sport and the world seriously, and we strive to anticipate and rise to the challenges that face our society and our environment. Decathlon is not just a reseller. We’re unique because we have our own in-house brands. We are experts in our fields, and we draw on our knowledge and experience to create, design and manufacture our own products in our own studios and labs. Currently, we have over 20 Decathlon brands, each dedicated to a specific sport or practice. And, our family ownership means we’re here for the long term. We reinvest our profits into research and development, helping to lower the cost of participating in sport.
Innovation is in Our DNA
We design, test, and perfect all our products at our Mountain and Cycling design centers and R&D lab facilities in Europe. Outdoor enthusiasts from around the world inform our engineering team, and we design our products with the help of pro athletes and industry leaders.
High-Performance Products without the Premium Price
Decathlon is the world’s largest sporting goods retailer, with over 1,700 stores all around the world. With our vertical business model, including research and development facilities, production, and supply chain in-house - we can offer high-performing products without the premium price. At Decathlon, our aim is to make sport accessible for the many, and we live by this phrase. In store, we ensure that our products are available to test and try, so you can get a feel for something before deciding to buy it at a price most can afford. When you walk into Decathlon – we want you to pick things up, try them on and play around. Our experts are always on hand to help, whether that’s answering questions about size and fit, providing tips on the best hikes or tennis racket grips, or simply giving you the confidence that you’ve found the right kit to discover and pursue your sport. We believe in developing in towns and cities where we are needed, at the pace of the people there, so we continue to open stores and create communities around sport. We’re particularly keen to help children get into sports – helping them to discover the joy of life and laughing through sport is our mission come to life.
For People and Planet
Protecting our planet for future generations isn’t just something we aspire to—we’re actively working to reduce our environmental footprint. How? By eliminating excess packaging and striving to decrease Decathlon's total CO2 emissions by at least 20% by 2026.