Decathlon has officially entered its next phase of global dominance. Long known as the “IKEA of Sports” for its massive, no-frills stores and shockingly low prices, the French retailer is in the midst of a sophisticated transformation from a discount warehouse into a polished, global, “multi-specialist” brand.
The most current affair illustrating this shift is its major restructuring in the UK and Ireland, announced in August 2025. The company is combining these two territories under a single leadership team to streamline operations and accelerate its new strategy. The results are already speaking for themselves: in the first half of 2025, the UK business saw its turnover jump 15% after modernizing its stores and e-commerce platform.
This is a microcosm of Decathlon’s new global playbook. After a successful partnership as an official outfitter for the Paris 2024 Olympics, which solidified its brand prestige, Decathlon is now aggressively investing in growth and refinement. It has moved away from its dozens of confusing in-house “Passion Brands” (like Quechua for hiking and B’Twin for cycling) and consolidated them into a clearer, more powerful brand portfolio.
The new focus is on “moving people through the wonders of sport,” and it’s backing this with serious capital. The company is in the middle of a €100 million investment in India, a market perfectly suited for its high-quality, high-value model. This investment will expand both its retail footprint and its local manufacturing capabilities, a strategy that has already proven successful for competitors like Adidas in China.
But the most forward-thinking aspect of Decathlon’s current strategy is its deep, verifiable commitment to sustainability. In an industry plagued by greenwashing, Decathlon is a leader in the circular economy. For three years running, it has successfully “decoupled” its revenue growth from its CO2 emissions, meaning the company is growing financially while actively shrinking its carbon footprint.
This is not a marketing gimmick; it’s a core business model. Its “Second Life” program, which repairs and resells used equipment, is a major and growing part of its revenue. Its focus on “ecodesign”—creating products that are durable, repairable, and made from sustainable materials—is now a primary R&D driver.
In late 2025, Decathlon is a company that has managed to achieve the near-impossible: it is simultaneously a low-cost leader, a sustainability pioneer, and an elevated, premium-feeling brand. By investing heavily in its digital channels, modernizing its physical stores, and expanding aggressively into high-growth markets like India, Decathlon is proving that its model isn’t just a European success story, but a blueprint for the future of global sports retail.
