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Decathlon is renovating just before the Paris 2024 Olympics and no one was ready

Decathlon revealed its new identity on March 12, 2024: logo, slogan, raison d’etre (“Moving people through the wonders of sport”)… Everything changes just before the Paris 2024 Olympic and Paralympic Games for which the French equipment manufacturer will dress the volunteers elsewhere.

If you spend too much time on social media, you may have already seen Decathlon’s new logo, unveiled on March 12, 2024. And there’s a good chance it surprised you. There’s something.

Why did Decathlon change its logo and more?

The French brand has almost never changed its brand identity since its launch in 1976. Doing so at the dawn of the Paris 2024 Olympic and Paralympic Games (for which it will dress, among other things, thousands of volunteers) proves even more important. amazing. But that’s the point. The international and multi-specialist sports brand unveils its new “ scope » as they say in marketing jargon (more than a slogan, it should be the objective that allows it to guarantee its evolution): “ Move people through the wonders of sport » (Making humanity move through the magic of sport). Yes, in English. A sign of the desire to acquire even more international fame.

For several years, the equipment manufacturer has started to reduce the number of its own brands specialized in each sport (Domyos, Kalenji, Kipsta and other Quechua) to better focus its efforts on the “Decathlon” and its ecological ambitions. . To better demonstrate how it is moving towards innovation at the service of the future, and this in motion, it has therefore chosen a new logo where the D may resemble a mountain or a wave, but above all it tries to evoke an orbit. A way to tell us that our bodies are celestial?

“People need sport more than ever”: Barbara Martin, CEO of Decathlon

Barbara Martin Coppola, general director of Decathlon, explains in the press release revealing the new identity of the brand:


People need sport more than ever.

The world around us is changing very rapidly with innovation and technology evolving at the speed of light. This can be destructive and cause stress and pressure. The world’s population is also in more precarious health conditions, due to the increase in sedentary lifestyles and excessive consumption. Since 1980, for example, cases of childhood obesity in Europe have increased by 150%.

At Decathlon, we are convinced that sport has an essential role to play in helping societies to be fitter and happier. Sport helps us reconnect with our humanity, the planet and our bodies. So, we took the time to ask ourselves who we really wanted to be and why we existed as a group…

From there, we wrote our North Star project, our long-term ambition and beacon that guides us to create whatever positive impact we can in the world. Guided by this North Star project, we created our new purpose: “Move People Through the Wonders of Sport ».

New logo, new baseline… Will Decathlon succeed at the Games?

That said, it is clear that Decathlon wants to assert its identity on an international level, in particular with a signature logo that is more eye-catching than the usual simple underlined D that we may see for several years, or the full name that is too long to read. write. Will this new logo, designed as a pattern, make the brand more desirable, like Nike’s swoosh or Adidas’ three stripes?

It’s too early to know (although those who oppose the slightest change are already shouting in the comments on the brand’s social networks…), but the French equipment manufacturer clearly has the necessary clout to succeed, since today it has more than 100,000 employees and more than 1,700 stores in 70 territories offering sports equipment for 80 sports. With the collapse of the French fashion media and the dawn of Paris 2024, will Decathlon be able to succeed at the Games?


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Source: Madmoizelle

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