A new logo, a new raison d'être: a look back at the challenges of Décathlon's recent rebranding.
"Move People Through the Wonders of Sport" - moving people through the magic of sport.
1. New raison d'être
This is Decathlon's new raison d'être, with a clear objective: to increase the brand's desirability. A vision developed by Barbara Martin Coppola - Decathlon's Managing Director - which underlines their commitment to sustainability and the well-being of individuals.
2. New Logo
Decathlon has seen its logo evolve 5 times since its creation in 1976. Now, for the 5th time, the brand identity and logo have evolved and become more futuristic, with
- a more dynamic blue,
- a new icon: the "orbit".
3. Communication and experience
Gone are the days of "A fond la forme" ... replaced by the new signature "Ready to play?" which, along with the "digital first" approach, reflects Decathlon's commitment to offering an innovative and sustainable sports experience for its customers.
4. Simplified brand portfolio
Decathlon simplifies its brand portfolio to 9 specialized brands:
- Quechua - mountain
- TRIBORD - water and wind
- Rockrider - outdoor cycling
- Domyos - fitness
- Kuikma - snowshoe
- Kipsta - Team sports
- Caperlan - nature
- Btwin - urban sliding and mobility
- Inesis - Precision sports
and 4 expert brands:
5. Commitment to sustainability
Ambitious sustainability targets, including aiming for Net Zero by 2050 and working with suppliers to decarbonize processes and extend product lifetimes.
6. Innovation and inclusiveness
Decathlon "aims to become one of the most inclusive organizations in the world" - to strengthen its community and promote access to sport. A real milestone in Decathlon's evolution.
It's amazing what a rebrand can entail.
Yet it's often only the logo that gets people talking. The importance of rebranding ...
