Decathlon presents new brand identity as it revises global ambitions

Decathlon’s rebrand sees the adoption of a “dynamic blue” colour scheme for the logo and branding. ‘The Orbit’ –a new icon incorporated into the logo – expresses “movement [and] the ambition to reach new heights” and “circularity [which is] at the heart of Decathlon’s sustainable business model.”

Decathlon also revealed its new purpose: to ‘Move People Through the Wonders of Sport’. The move is intended to “accelerate its mission for the good of societies and the planet.”

The retailer said it aims to reach net zero by 2050, as part of its rebrand strategy, along with a global revamp of its ecommerce website to harness the power of digital.

Making sport inclusive

Decathlon has set out its aims “to become one of the most inclusive organisations in the world.” It has made “unprecedented commitments for 2026, including measuring representation, inclusion and belonging, acting on it, and setting global standards and best in class performance in DEI (diversity, equity and inclusion).”

Chief executive officer Barbara Martin Coppola said: “Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. It has a unifying power, and can improve both physical and mental health.

“At Decathlon, we want to have a greater positive impact on humans, society and the planet by ‘Moving People Through the Wonders of Sport’. I am proud to be working towards the North Star – our guiding light and ambition – with our teammates.” 

Coppola continued: “It’s been incredible to see our diverse community come together to celebrate what makes us special: enabling everyone to practise sport on their own terms. I am confident that our ambitious strategy, evolving our way of doing business, will ensure Decathlon leads the sector as a unique and trusted sports brand.”