Buil

ding
Decathlon’
s
nextfronti
er
Peopl
eneedspor
ttodaymor
ethanever
.

Thewor l
daroundusi schangingrapi
dlywithinnovati
onandt echnol ogy
evol
vingatli
ght speed.Itcanbeunsettli
ng,creat
ingstressandpr essure.
Wehaveal sobecomemor eunhealt
hyasagl obalpopulation,wit h
sedentar
ism andover consumptionontherise.There’
sapar ticularissue
amongstchil
dr en,whereobesi t
yhasriseninEuropeby1 50% since1 980.

AtDecathl
on,webelievet hatsporthasavit
alrolet
oplayinhelping
soci
eti
estobehealthierandhappi er
.Sporthelpsustoreconnectwithour
humanit
y,witht
heplanet ,andwi t
hourphysicalsel
ves.So,wet ooka
momentt oaskour
selveswhower eall
ywanttobe,andwhyweexi stas
anorgani
sati
on…

From t
his,wewr oteourNor
thStar.Thi
sisourl
ong-t
erm ambi
ti
on,and
ourguidi
ngl i
ghttohaveal
ltheposit
ivei
mpactwecanhaveintheworld.
Guidedbyt heNorthStar
,anew purposewasborn,t
oMovePeople
ThroughtheWonder sofSport
.

Anchoredtothispurpose,wecr eatedanew strategytoconcretel

yevol
ve
manyaspectsofourbusi ness.Thisincl
udesrecreati
ngourcustomer
exper
ience,accel
erati
ngt hemovementt owar
dssust ai
nabi
l
ity,and
modernisi
ngourcompanyend- to-end.

Cor
etotheevolut
ionofthecust
omer’sexper
iencet
hroughal
li
ts
t
ouchpoi
nts,i
stheint
roduct
ionofournew br
and.

Wearealli
ncredi
blyexci
tedandproudtoshar
ewithyouthenew chapter
ofDecat
hlon.Onethatwillhel
pmanypeopl
earoundtheworl
dexperience
thewondersofsport
.

BarbaraMart
inCoppol
a
DecathlonGl
obalCEO
 A NEW AMBI
TION,
A NEW POSI
TIONI
NG,
A NEW I
DENTI
TY

I
n1976,Decathl
onwascreat
edoutoff
ri
endshi
pbetweenspor
tslover
swhowant edever
yonet oenj
oythebenefi
tsand
f
unofbeingacti
ve.Manypeopl
ehaveast
orytotel
lwi
thDecat
hlon,whet
heri
tisaboutatrust
ypieceofgearorl
earni
ng
t
ori
deabi ke.

Andsowhatstar
tedasadream off
ri
endsisnow agl
obal
companywi t
hmor et
han100,
000teammat esandmor ethan
1,
700storesacr
oss70countri
esandr egi
ons,off
eri
ngspor
tingequipmentf
or80sport
s.A spor
tsbrandcat
eringto
begi
nner
sandexpertsal
i
ke.

Today,theworl
daroundusischangingfast
erthanevercreati
ngstr
ess,pr
essureandalackofasenseofbel
ongi
ng.I
n
addi
tion,asmuchas70% oftheworldpopulat
ionisi
nacti
veaccordi
ngtotheWor l
dHealt
hOrgani
zati
on.
Forourmentalandphysi
calwellbei
ng,t
hewor ldneedssportmorethaneverri
ghtnow.

Fordecades,Decathl
onhasbeendemocrat
isi
ngsport
,buttoday,wef
eelt
hatwemustgomuchf
urt
herandfast
er,t
o
haveanevengr eat
erimpact.Sowest
art
edt oaskour
sel
ves,whyarewereal
lyher
e?Whodowewanttobe?Whatis
thereasonwhyDecathlonexist
s?

From t
his,wecamet ogetherandwrot
eourNor
thSt
arwhi
chi
sourambi
ti
on,ourgui
dingl
i
ghtf
orbui
l
dingabet
terf
utur
e
forpeople,soci
etyandtheplanet
.

Wi
thi
n ourNor
th Star
,we have a beaut
if
ulpur
pose,t
o
MovePeopl
eThroughtheWondersofSpor t.

Thesewor
dshavemul
ti
ple,i
mpor
tantmeani
ngs.

Move:physical
lybyhelpingpeopl
et oli
veactivel
i
festyl
es,
emotional
lybybri
ngingjoyint
opeople’
slivesandfost
eri
ng
connecti
ons,andbehavioural
l
ysot hatpeopleadoptmor e
sust
ainabl
ebehaviours.

People: accessibl
et o allpeopl
e, at al
llevels. Fr
om
beginnersrightup to exper
teli
tes.Today we have the
techni
cit
y t hat enables us to produce wor ld-cl
ass
compet i
ti
vepr oduct
s.

Wonder
sofSport:Themagicofdoingityourway,i
tcan
bethej
oyofpart
ici
pat
ionorthethri
l
lofperfor
mance,we
hel
pmakespor
tyoursi
naninclusi
veway.

So ourpurpose can be i
nterpr
eted by peopl
ein many
dif
fer
entwaysaccor di
ng to whatmatter
smostt othem,
andthat
’swhatmakesi tsospecial
.
Duri
ngthisprocess,weaskedourcust
omerswhytheyplayedsportsandweactuall
yfoundthatheal
thandfunwerethe
twomainr easons,foll
owedbyperfor
manceinthir
dplace.Inthewor l
dofsport,farmorefocushasbeenplacedon
per
formanceandbei ngthebest
,butatDecat
hlonwear ehereforyouwhatever‘wonder
’youwantt ogetoutofyour
act
ivi
ty.

So,theNor t
hSt arwasbuil
tandourpur
posedefi
ned.Next
,weputt
hem intoconcret
eacti
on.Astrat
egydesi
gnedto
total
l
ytransfor
m ourbusinessmodelwaswri
ttenand we’
vebeenact
ing onitforthel
astfew year
s.Thi
sstrat
egy
revol
vesaround3keydomai ns.

The f
irsti
sCust omerexper i
ence,whi ch mustgo beyond the productand i
nvol
ve cust omersi
n an i
mmer sive and
complete exper
ience.We willbe evol
ving ever
y singletouchpoint,whil
e cr
eati
ng ent i
rel
y new ones,tot ake our
cust
omer sonamemor abl
ejourney.I
nor dertodot his,wehavecr eat
ed anevolved brand.Thi
s,togetherwi t
hour
ambit
ionandnew st rat
egy,i
swhatwewi l
lbeunveil
ingt ot
hewor ldonTuesday1 2t
hMar ch.

ThenextisSustai
nabil
it
y.Wear ecreat
ingnew cir
cularbusi
nessmodels,r
edesigni
ngever ysi
ngl
eproductwi t
hi t
s
envi
ronment
ali
mpactinmi nd,i
nnovat
ingourproducti
onprocessandusi
ngexcit
ingnew renewabl
emateri
als.Al
lofthi
s
comesbacktoourunwaver i
ngcommi tmentt
or educeourimpactonoursharedplaygr
ound,sothatpeopl
ecanenj oy
spor
tslongi
ntothefut
ure.

The t hird is the moder nisation,r at

ionali
sation and
digital
isati
onofourent i
remodel .Wear eanend- to-end
business -t his makes us unique.We ar et ransforming
everythingfrom theideat
ionpr ocessandpr oducti
on,r i
ght
thewayt hrought ouseandr e-useofourpr oducts.This
willhel
pust obecomemor eflexible,agi
leandr eactiveto
theneedsoft hewor l
daroundus.

None oft hisis possi

ble wit
houtourkey pr i
ori
ty -our
people.We wantourt eammat es t
o contri
buteto our
shared purpose to make the wor
ld a happi
er,heal
thi
er
place.

ThiswillbeDecathl
on’slegacy:openi
ngt hewondersof
sportto ever
yonethr
ough thegenerosit
y,ingenui
tyand
passi
onofourt eammates.
 OURNEW BRANDI
DENTI
TY

Thenew l
ogoconsist
softwoel
ement
s,ourwor
dmar
k Ournew shadeofbl
ueisvi
brantandful
lofener
gy,
andournew symbol
,knownast
heOrbi
t. r
epresent
ingDecat
hlon’
scr
edibi
l
ityasasport
sbrand.

TheOrbiti
sanexpressi
onofourNorthStar,buildi
ng Butournew br
andi
dent
itygoesbeyondournew l
ogo.
fr
om ourpastt
oproj
ectustowardsourfuture.
I
tsmovementconveysourcommitmenttocirculari
ty Buil
tonmodul ari
ty,ourbr andidenti
tywil
lref
lectour
whil
edrawingonDecathl
on’
sdesignher
itagewi thour multi
-special
i
sati
on,r eachingouttomor epeople,f
rom
i
conicti
l
ted“A”
. beginnerstoexperts.Itwillbri
ngjoy,emot
ionsand
conveystrongvaluesofi nclusi
vit
y.
Repr
esentingamount ai
n,asail,awave,orevena
hear
tbeat,thepeakatt heendoft heOr bitclosest
he Decathlon’
snew i dentit
yhasbeeni nthemakingforthe
movementt owar
dsnew hei ght
s. pasttwoyear s.Teamshavebeenhar datwor ktocreat
e
Asymbolofopenness,Decat hl
on’snew logol et
s abrandwhi cht rul
yr epresentsDecathlonf
orwhatitis:
ever
yoneembr aceitforwhati tmeanstot hem: aglobalmulti
- speciali
stsportsbrand,movingal
l
whetheri
tisaccessibili
ty,hi
gh-perf
ormance, people,fr
om begi nnerst otopathlet
es,thr
oughthe
i
nnovati
on,orapositivei mpactontheenvi r
onment. wonder sofspor t.
Decathl
onisbr
ingingi
tsnew posi t
ioni
ngandident i
tytolif
eby:
•connecti
ngproducttoal argeremotionoractivit
yl eadi
ngwithexpr
essi
veand r
elat
abl
eimager
yand capt
ivat
ing
cont
ent,
•int
roduci
ngNew merchandisi
ngandst or
ytel
li
ng,
•bri
ngingmomentsofdeli
ghtt hr
oughmot i
on,content,andmuchmore….

Wear elaunchingawhol enew digit

alshoppi ngexper i
encef orourcust omer s,wi
thnew andimprovedfeat
uresonour
eCommer ceplatf
orms( bothonthef r
ont-endandback -end)t hatenhancet heoverallcust
omerexperi
ence,andali
gn
closel
ywi thDecathl
on’snew brandposit
ioningandmoder nomni channelst
rategy.
Wi t
hthisnew experi
ence,wewi ll
putcustomer satt hecent eroft heshoppingjourneyandmakesuretheydiscovert
he
stori
esbehi ndourproductsinawayt hatismeani ngfult
ot hem.
TheUKi sthefir
stcount r
ytounveilit
s100% r evampedeCommer cesi
te.Othercountri
estofol
l
ow aspartofaphased
roll
out.

Stores,allovertheworld,wi l
lalsobenef i
tfrom t
henew i dentity,whet heri ti
sont heirsignageori nthei rsetup.Theywi l
l
proposeanew andi mmer siveexper iencet oal
lcust omer s,what evert heirgoalorlevelint heirspor tingj our
ney.
Assoonast heyenteraDecat hlonst ore,cust omer swi l
lstepint oawor ldofpossi bil
it
ies.Stor eswilladoptaci rcul
armass
plan,offeri
ngourcust omer si ntuit
ivenavi gati
on,i ncreasedpr oductvi sibil
i
ty,engagi ngdi splays,andanaest heti
call
y
pleasing atmosphere.Thi sl ayoutwi l
lpr omote ef fi
cientbr owsing,easy compar ison,and a memor able shopping
experience,creati
ngaposi t
iveandenj oyablejourney.
I
naddi t
ion,storeswil
loffernew f eatur essuchasshowr ooms,di scover yst ati
onsseaml esslyintegr atingphysi caland
digit
alelement stofaci
lit
atet heexpl oration,analysis,andcompar isonofpr oducts.Ser viceswi llincludeci rcularhubs
dedicatedt orepai
ri
ng,second- l
ifepr oduct sandr entingser vicesaswel l aslockersforcust omer st opickupt heirorders,
benef i
tt
ingf r
om fl
exi
bleandcont actlessaccess,24/ 7avai labili
ty,reducedwai tti
mes,andenhancedpr i
vacy.

Afusi
onofstyl
eandf uncti
onali
ty,ournew t
eammates’vestwil
lembodyournew brandident
it
y.
Thi
ssleekanduni
sexgilethasamoder nsil
houett
eandpracti
calpockets.Cust
omi
zablebyourteammat
es,i
tisasymbol
ofi
nnovati
onandtechnici
ty,ensuri
ngaconf i
dentst
ri
deintothefutur
e.
Becausewewanttobri
ngjoyandhappyemot
ionst
opeopl
e,andempowerthem topract
isespor
tont
hei
rownt
erms,
thenew br
andi
denti
tywil
lbeaccompani
edbyanew br
andpl
atf
orm wi
thanew tagl
ine.

READY TO PLAY ?
Thequest
ionDecat
hloni
saski
ngt
odayi
s:ar
eyour
eadyt
opl
ay?

Thi
sisani
nvi
tati
ontocoll
eagues,customersandthewor ld,t
oembr acethatthi
ngweal lhavewi
thi
nus.
Thatwef eelsincethedaywewer eborn.
Thatdoesn’
tcarehow oldyouare,how richyouare,how str
ongorf i
tyouare.
Thatmovesyout hr
oughspor t
,andlif
e,withmoreener gyandenjoyment.
Nothingshouldholdyouback
Andt
ogetherwit
hDecathlonandourcommi t
mentt omakingspor tf
oreveryone,nothi
ngwi
ll
.

Soar
eyou
Readyt
oplay?
 D E C AT H LO N
OF TO M O RRO W

Overthepastt
woyears,t
eammateshavegat
heredaroundavisi
ontot
ransfor
m Decathlon’
s
busi
nessmodelandpavethewayforaspor
tsbrandthatcanmoveandinspi
reeveryone.

I
nli
newi
thDecat
hlon’
spurposeandcorevalues,t
hebrandi
sdeployingaboldnew st
rat
egy
basedoninnovati
on&digi
tal
,sustai
nabil
i
tyandheal
th,anddiver
sit
y.
MOVING ALLPEOPLE NEW BRANDPORTFOLI
O
THROUGH THE WONDERS
OFSPORT Decat
r
efl
hl
ectit
on’
sbrandst
snew ident
i
r
t
uct
urei
yasagl
sevol
obal
vi
,
ngt
o

mult
i-speci
ali
stsport
sbr and.
Decathl
oni sreadytomoveal lpeoplet hroughthewonder s
ofsport
,nomat t
erthei
rlevel
orambi t
ion.Sporti
snotabout Decat
hlonisourgl
obalsport
sbrand,f
oral
l
setti
ngrecordsorachievingpersonalbest s–unl essthat’
s peopl
e,al
lspor
tsandalll
evel
s.
whatyou’reinto.Webelievethatspor tshouldbeenjoyable
andeasyt ost art
,becauseonlyt henwi lli
ttrul
ybelongt o Wehave9Cat egorySpeciali
stsr efl
ectingour
thepeople.Andt hat
’swhyDecat hlonislevell
i
ngtheplaying multi-
speci
ali
sm:Quechua( mount ain),Tri
bord
fi
eld. (waterandwi nd),Rockr
ider(outdoorcycl ing),
Domyos( fi
tness),Kui
kma( r
acket ),Kipsta
Forthisreason,Decathlonisunl
eashi
ngt heful
lpotenti
alof (t
eam sports),Caperl
an( wi
ldl
ife)
,Bt win( urban
the brand thr
ough anew and si mpl
ifi
ed brand port
foli
o. gli
dingandmobi li
ty)andInesis(target).
Decathlonismakingi t
sof f
ereasiert
ounder st
andwhi l
eat
the same time pr
oviding t
he bestgear,cat
ering t
o every I
naddi t
iontoit
scategor
yspeci
ali
sts,
need. Decat hl
onalsohas4expertbrandswhof ocus
oncr eatingper
for
manceproductsforexper
t
users.
•VanRysel
•Simond
•Kiprun
•Solognac

Thisnew br andstructurewil
lenable
cust omer stobetterunderstandthebr and’
s
offering.Thisshif
tisconsist
entwithourabilit
y
topr ovi
dequal i
tygearandspor tsolut
ionsfor
prosandbegi nnersal
ike,soeveryonecanpl ay
ont heirterms,inthei
rownway.
A MULTISPECIALIST KEYI
NNOVATI
ONS
BRAND SHAPING THE
Decat
hlonhasahuman- cent
ri
cappr
oachto
SPORTS EXPERI
ENCE OF i
nnovati
onandstri
vestofost
eracul
tur
eanda

TOMORROW communityofi
nnovat
orsacrosst
hecompany.

Thiscultur
edr i
vesallaspectsofhow we
Decathlonisamulti
-speci
ali
stspor
tsbrand,desi
gningand i
nnovat eoncust omerexperience,AIand
producing i
nnovati
ve sport
s gear and equipment, but analyt
ics,digi
talcockpi
t,ecommer ceand
Decathlon is al
so shaping the spor
ts experi
ence of connectedspor ts.
tomorrow.
Decathl
on’sorganisati
oni sshapedbyt hi
s
Decat hl
onisfocusedoncr eati
ngt hebestspor texperi
ence cul
tur
eandi ncl
udesexper tt
eamssuchas
for everyone,whet her sport
s means per f
ormance and Boost
erInnovation-suppor t
inglocalt
eams,
records,orst aying fi
tand heal thy.To thatend,spor ts Sport
sLab-dedi catedtot hestudyofsport
s
i
nnovat ionisatt hehear tofDecat hlon.Onepar tscience, anddynami csofthehumanbody,AddLab-a
one par tengineering and design,one par tpassion,the 3Dprototypingcent erandAdvanceDesi gn-
Decat hl
onSpor tsLabconst ant
lystudiesthehumanbodyi n desi
gningthespor tsoft hefutur
e.
mot i
on.
Andt heresulti
sar angeofgr oundbr eaki
ng
Decat hl
on designs innovations ar ound i ts customer s, productscreatedbyi nnovatorsatDecat hl
on:
whet herthat’
sint erms ofpr oductexcel l
ence,cust omer •Anupgr adedcondensat ion-prooftent
exper i
ence,sust
ainabil
it
y–and,ofcour se,t
hespor tst hat •LD920,anaut omatictransmissione- bi
ke
gener at
epassion.That’
swhyDecat hlonhas1 5designand •Yulexasar eplacementofneopr ene
i
nnovat ioncentersaroundt hewor l
d.Ever yday,over850 •ONEShoe
engineer sand 400 designer srelentlesslyinvent,creat e,
design,andt ryandt estnew mat eri
alsandpr oducts.The
resulti s a set of groundbr eaking spor ti
ng solutions,
under pi
nnedby900pat ents–andever yyearDecat hloni s
addingmor e.Theinnovat i
onswear emaki ngtodayar et he
sportsgearandexper i
encesoft omor row.
MAKI
NG THE WORLD MORE LI
VEABLE
Al
lthegoodt
hatspor
tscandof
orpeopl
e’
sli
vesandsoci
eti
escannotbeatt
heexpenseofourpl
anet
.

DECATHLON hascommi tt
edtobecomingNetZer oby2050,andhasbuil
tadecarboni
zationtr
ajector
ybasedonthe
Par
isagreementandinli
newit
htheNetZer ostandar
d.DECATHLON’
sdecar
boni
zat
iontargetsar
e( scopes1
,2&3):
•20% reduct
ioninabsol
uteCO2emissionsin2026
•42% r
eductioninabsol
uteCO2emissionsin2030andnetzeroby2050

Str
onglyengagedi
nreachingi
tsambi
ti
on,Decat
hlonhas,forthesecondyeari
nar
ow i
n2023,decoupl
edi
tsgr
owt
h
andit
sCO2emi ssi
ons,st
rongl
yaccel
erat
ingthetrendsetin2022.

Sust
ainabil
i
tydri
vesandshapesinnovat
ionandweareworkingal
lal
ongt
heval
uechai
nfr
om t
hemat
eri
alst
hatgoi
nto
ourproductst
ochangingourbusi
nessmodeltowar
dsreusabil
i
ty.

I
NNOVATI
VE,LOW I
MPACTDESI
GNANDSUSTAI
NABLEMATERI
ALS

Everyday,ourt eams,al laroundthewor ld,workti

rel
essl
ytodevel opproductswhi charemoresustainablebydesi
gnand
employi nnovati
vemat eri
alstoreduceouri mpactont heenvir
onment .
Decathlonhasspentyear sredefi
ningitsapproachtodesignandmanuf actur
ing.From concepti
ont oproducti
on,the
brand has devel oped st rong systems and processes t
o ensur e ever
yone al ong t
he value chain,desi
gners and
manuf actur
ers,iscommi ttedtocont i
nuouslyr
educingenvir
onment alimpact.
Thisalsomeanst hatacr ossthepr oductrange,Decathl
oni sincreasi
ngpr oductlif
espansandenabl i
ngcust
omer sto
reuse,repairandr ecyclet hei
rproducts.

ACOLLABORATI
VEAPPROACHTOTHEVALUECHAI
N

Decathl
oniswor ki
nghandinhandwi thsuppl
ier
sandpar t
ner
st ounlocksustainabi
l
ityal
lacr
ossthesuppl
ychai
n.Wit
h
thi
scoll
aborat
iveapproach,Decathl
onisworkingwit
hsupplierstodecarboniseprocessesandpavethewayfornew
busi
nessmodel sbasedoncircul
ari
tyandincr
easedproductl
i
f ecycl
es.

Decathlonisal
sorall
yingpart
nersandsuppli
erst
oadoptnew,cleanerener
gysour
ces,asinChi
na,wher
eDecat
hlon,
alongsi
de14partners,i
spartoft
hedevelopmentofasol
arf
arm ai
mingtodoubl
ethevolumeofr
enewabl
eener
gyused
tomakei t
sproducts.

NEW BUSI
NESSMODELS

Decathl
onisdevelopi
ngnew circularbusinessmodel
swiththedepl
oymentofmultipleschemesi
ncl
udi
ngsecondhand,
buybacks,rent
alandsubscr i
pti
on,repairandsparepar
ts.
By2024,8count r
ies-France,Belgium,Spain,I
tal
y,Net
herl
ands,Germany,Por
tugal,Poland-wi
l
lof
ferr
ent
alprogr
ams
forpr
oductssuchasbicycles,campi ngequipment
,ski
sandkayaks.

Al
lacr
ossDecat
hlon,dedi
catedsust
ainabi
li
tyt
eamsarehardatworkoneveryoneofourbrandsandpr
oductl
i
nes,t
o
movepeopl
ethr
ought hewondersofsportwhi
lepr
otect
ingt
heli
vingandf
uturegener
ati
ons.
DECATHLON’S
DIGI
TAL FI
RST
MINDSET
Decathlon’sdigi
talteamsandt eammat eswor khand
i
n hand t o develop smartand innovative soluti
ons,
l
everaging digitalto helpr each the nextf rontier
.
Customer s'needsar eever -
changing inacr owded
sports r etai
l l andscape. Decat hl
on l i
stens -
embeddi ng digitalin every aspect,from wor king
togethertomakepr oducts,servingcustomer sint he
bestpossi ble way,movi ng productst hr
ough t he
valuechainandi mplement i
nginnovati
veci rcular
ity.

Decat hlon’sapproachi suni

queandi nvest sthreekey
areas:peopl e-maki ngourteammat esmast ernew
toolsandt echnologiesinnot i
me( includingAI ,data
analyticsand pl at
forms),growt h -solving together
cri
ti
cal businessproblemsatanunpr ecedent edscal e
and speed,and ef fi
ciency -opt i
mising processes
andr esour cesalloverourmar kets.

ACUSTOMEREXPERIENCEBUIL
TON
DIGI
TALPRODUCTSWI THASTRONGTECH
FOUNDATIONANDHIGH-QUALI
TYDATA
SECUREL
YDELIVERED

Decat
hlon’
suni
queappr
oacht
odi
git
ali
s
embodiedby:

•Decathl
on’
sseamlessshoppi
ngexper
ience,
anyti
me,anywher
e,drivest
hecompany’s
growth

•Decat hloni
sbreaki
nggroundwit
hnew ways
tosurpriseanddeli
ghtourcust
omers,
i
ncludingour3DShoppi ngApponApple
Visi
onPr ointheUSandourUKeCommer ce
revamp;

•Decat hlon’
sdi gitalsuppl ychainhasbeen
rethoughtwi t
ht hebest -inclasst oolsandAI
algorithmst oenabl eaccur atef orecast
ing,
assor t
mentpl anni ngandst ockpar ameters.
Thishasl edtosi gnifi
cantr educt i
onsinstock
l
evel sandawi der angeofi mpr ovement s
i
ncl udi
ngdecr easi ngt ranspor t
at i
oncosts,
carbonf ootpri
ntanddel iverytime.

Decathlondi gi
taldri
veistr
ansf or
mingits
culture,empower i
ngteammat es,and
creatingnew waysofwor kingacrossthe
valuechai n,t
ocont i
nuemovi ngpeopl
e
throught hewonder sofsport.
SUPPORTI NG
HEALTHIER AND
HAPPIER LIVES
Lack ofphysi
calact
ivi
tyisa ser
iouspubli
c heal
th
i
ssue.Many people ar
ound t
he worl
dl i
ve i
nacti
ve
l
ivesandDecathl
onaimstochangethat.

Decathlon support
s enabling everyone t
o do the
spor
tt hatf i
tsthei
rl i
fest
yle,so thatthey may be
heal
thierandlookafterthei
rwel l
being.

Decathl
ondoesnotdef inespor tasjustcompeti
tion
andpeakper f
ormance.Spor tbelongst oal
lpeopl e,
whethertheyareyoungorol d,athl
etesoramat eur s
and whetherthey have a goalorjustwantt o get
around.

Sport
sgoesbeyondi ndivi
dualenjoymentandi sakey
l
evertoimprovesociety.Throughsport s,Decathl
on
i
scommi tt
edt ohelpi
ngpeopl eli
vehappi er
,heal
thi
er
and l
ongerlives,al
lovert he worl
d.The Decat hl
on
Foundat
ionisopent oeveryoneandbr idgesthegap
betweenenjoyment,healt
handsust ai
nabi l
i
ty.

The Foundati
on isan employee-
dri
ven proj
ectthat
has supported 920 i ni
ti
ati
ves in 50 countri
es,
helpi
ngoverhal famill
ionpeoplearoundthewor l
d,
thanks t
ot he invol
vementofmor et han 10,
000
teammat essince2005.

DECATHLONFOUNDATI
ON

TheDecat hl
onFoundati
on,foral
mosttwent
y
year
s,hassuppor t
edawi derangeof
chari
tabl
eproject
scombiningsport
,heal
th,
educati
onandempl oyabi
li
ty.

Asanempl oyee-
driveni
nit
iati
ve,the
Foundat
ionembodiesDecat hl
onians’
commitmenttomoveever yonethrought
he
wondersofsport.

TheFoundationleadsambi t
iouspr ojectssuch
asSportForSchoolchil
dren,apr ojectiniti
ated
bytheteammat esofDecat hlonIndiat ohelp
vul
nerablechil
drenaccessspor ts.Thei nit
iati
ve
hel
peddevel opsport
scur r
iculum andpr ovi
de
sport
seducat i
on,whil
eassessi ngt heimpact
onhealth,f
it
nessandemot i
onalwel l
beingin
chi
ldr
en.

Decathl
onisproudtofosterawor kpl
ace
cul
turewhereteammatesj oi
nf or
cesandreach
outtohelpthemostvulnerable.
LOOKING TO THE FUTURE DI
VERSI
TY,EQUI
TYANDI
NCLUSI
ON
AS ONE
Decat hl
onhasmadeunpr ecedented
Ourpur pose,"
Movepeopl ethroughthewondersofspor
t,
" commi t
ment sf
or2026,i ncl
udingmeasuring
drivesust odemocrat
isesportsglobal
ly,cel
ebr
ati
ngeach representati
on,incl
usionandbel ongi
ng,acti
ng
teammat e'
suniquecontr
ibut
ions. onit,andi nspi
ri
ngt hewor l
dbyset ti
ngglobal
standardsandbesti ncl
assper f
ormancein
Thi
swouldbei mpossi
bletoachi
evewithoutourambit
ionto DEI.
beoneoft hemosti nclusi
veorgani
zationsinthewor l
d,
where we refl
ect and celebr
atethe di ver
sit
y of our By2026,Decat hl
onwillhaveover48% women
communit
ies. i
nl eadershi
prol
es,40% ofinter
nationalt
op
l
eader sandanevergreaterempl oyee
Diversit
y, equalit
y and i ncl
usion ar
e at the hear
t of satisf
act
ionregar
dingi
nclusion&bel ongi
ng
Decat hl
on,stri
vingt obuil
dacul tur
ewi t
hadeepsenseof (95% vs.91%in2023).
connect ion and bel ongi
ng, leadi
ng to i
nnovati
on and
performanceatal llevel
s. I
n2023,Decat
hlon’
sExecuti
veteam reached
par
it
yfort
hefi
rstti
meinitshist
ory.
ThismeansDecat hlonmustr efl
ectt hesociet yitwant stobe
a par tof,t hrough genderequi ty,bal anced t eams,and Theseambi ti
ousgoal sareconsi stentwi th
creating a levelpl aying fi
eldf ort hose who ar e under someoft heachi evement swehavesecur ed
represented.Decat hl
onmustf osterasenseofbel onging, thusf ar,includingbui ldi
ngandst rengt hening
creatingawor kplacewher eInclusiveLeader shipisthenor m communi ti
essuchasourcommuni tyofwomen
andl eadersactasr olemodel s,DEIchampi onsandal l
ies. i
nl eader shipandassoci at
edpr ogr ammes,
Decat hl
oni sbui l
dingacul tureofi nnovationwi t
haspeci al forgingext ernalpar tnershipswi t
hDEIexper ts
focusoni ncl
usi on,creati
ngpr oduct sandser vicesthatcat er andr ecei vingsever alindustryrecogni tions
to70mar kets. i
ncl udinga1 0thplacei nForbes’Ret ail&
Whol esal ecat egoryf orthe“ Bestempl oyerfor
Andasaninclusi
veorganisat
ion,Decat
hloninspi
resot
her
s Women” .
toj
oinandenableincl
usi
vewor kpl
aceseverywhere. Ourt eamsar emor et haneverdr ivent omake
Decat hlonaDEIl eaderacr ossthesect orand
ani nspirati
ont oal
lgl obalorganisat i
ons.