Revolution at Decathlon: the French sports giant unveils its first logo and removes 70 brands from its portfolio

Le nouveau logo Decathlon MAXPPP – BAZIZ CHIBANE

In order to simplify its activity, Décatlhon will separate from several in-house signature brands, leaving only nine.

"Making sport accessible to as many people as possible, such has been the motto of Décatlhon since its creation in 1976. Today the brand also wants to be more readable, more efficient. Tuesday March 12, the brand presented its new strategic plan, a new growth cycle to exceed five billion euros in sales in France (4.7 billion for the 2022 financial year) .

And to achieve this goal, Decathlon will change everything, well almost, reports Les Echos. First small revolution, the brand will have a logo, which has been content with a brand signature in white on a blue background since its creation.

This new symbol, discreet and refined, will be called "The'orbit". Adopting the shape of an oval sphere, the latter recalls the letter "D" from Decathlon.

70 signature marks in the trash

Another strategic and marketing change: the brand will considerably reduce its brand portfolio, reducing it from 70 house signature brands to 9. Thus, will be retained: Quechua (mountain ), Tribord (water and wind), Rockrider (outdoor cycling), Domyos (fitness), Kuikma (snowshoeing), Kipsta (team sports), Caperlan (nature), Btwin (urban sliding and mobility) and Inesis (precision sports ). Added to this are four expert brands: Van Rysel, Simond, Kiprun and Solognac.

Head to the basket for emblematic brands of the brand like Artengo for example, signature brand of racket sports.

This strategic regime should make it possible to offer a more readable offer, which will improve the power of attraction of the brand's brands. nbsp;