The most visible change it’s a brand new logo. The typography remains quite similar to the previous one but a new, darker shade of blue appears as well as a new symbol, a sort of stylized D to resemble the planet, which the company has named “the orbit”.
We will soon be able to find this logo on products, in store fronts or even on sellers’ vests, also redesigned.
Only 13 brands left
Decathlon will also drastically reduce its portfolio of brands, going from several dozen to just thirteen brands. Among the brands that will disappear: Artengo for tennis, Wedze for skiing or Olayan for surfing.
On the other hand, we will always find Quechua for the mountains, Tribord for water and wind, Kipsta for team sports, or even Btwin for board sports. There will also be four more high-end brands: Van Rysel for cycling, Simond for mountaineering, Kiprun for running and Solognac for hunting.
Other changes in store, a modernized atmosphere and a redesigned aesthetic with the promise of smoother circulation and better product visibility. The Decathlon website will also be redesigned, for example with more precise forecasts of available stocks and restockings.
Note that the brand is also strengthening its commitment to the planet, with the stated objective of reducing CO2 emissions by 20% by 2026 (and zero emissions by 2050), in particular through carbon-free production processes and the development of product reuse.