2024-03-12 19:51:04
By Manon Malhère
Published 6 hours ago, Updated 2 hours ago
Artist’s impression of the Decathlon store with its new visual identity. Press service.
Strong rationalization of its product portfolio, creation of a logo… The leader of the sports market in France is opening a new page in its history.
An orbit-shaped logo that remains in blue tones, massive reductions in the number of house brands grouped around sports universes, new customer experiences online and in stores… Decathlon is reinventing itself to become a sports brand fully in the world. “ We are not just a retailer [distributeur]. We tell stories. it’s time for Decathlon to accelerate its impact on the world », Explains Barbara Martin Coppola, the brand’s general director, during the presentation of the group’s global strategic plan, which will be gradually deployed over three years.
For the occasion, the Mulliez galaxy sports brand did not skimp on communication with a conference organized at the Phantom, a room located within the Accor Arena in Paris, in the presence of top dancers and athletes. level.
With a turnover increasing by 12%, to 15.4 billion euros, in 2022 (latest results available), the group…
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