Global sports retail major Decathlon has revealed its new brand purpose: to “Move People Through the Wonders of Sport” with a view to bring innovative sport to everyone.
In connection to this, they have finally revealed their new brand identity that’s been in the making for the past two years. Their new logo consists of two standout elements, the company’s wordmark and the new symbol, known as the Orbit.
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Ever since the beginning of its journey in 1976, Decathlon has always believed in the vital role sports plays in helping societies to be healthier and happier. Its new brand identity honors its past while reflecting its soaring ambition, aiming to reach new heights with each passing day.
“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,” said Barbara Martin Coppola, Decathlon’s global chief executive officer.
“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,” she added.
Decathlon has also unleashed the full potential of its brand to bring sport to everyone with a new portfolio of nine category specialists: Quechua (mountain), Tribord (water and wind), Rockrider (outdoor cycling), Domyos (fitness), Kuikma (racket), Kipsta (team sports), Caperlan (wildlife), Btwin (urban gliding and mobility) and Inesis (target).
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