Decathlon's Olympic Marketing Playbook
Decathlon is hosting various Olympic-themes events through their network of 330 stores across France, offering sporting challenges and engaging with local communities.
Highlights
Decathlon: From Everyday Athletes to Olympic Champions: Explore Decathlon's rich history of innovation, commitment to sportsmanship, and its pivotal role in making sports accessible globally.
Gearing Up for Paris 2024 Olympics: Discover how Decathlon is more than just an official partner of the Paris 2024 Olympics; it's the backbone, providing eco-friendly products for volunteers, hosting events nationwide, and offering officially licensed merchandise, all while promoting the Olympic spirit.
Beyond the Games: Decathlon's Culture of Empowerment: Delve into Decathlon's corporate ethos, which emphasizes empowerment, innovation, and sustainability, setting a precedent for the sporting goods industry while posing questions about the broader impact of its Olympic involvement.
For French households, Decathlon is synonymous with sports. But this sporting goods giant isn't just about selling equipment – they're also passionate about making the games accessible to everyone.
In the lead-up to the Paris 2024 Olympics, Decathlon has been a key player, providing essential supplies and promoting the spirit of the games throughout France. This article is about Decathlon, its involvement in the Games, and key lessons we can learn from it!
From Everyday Athletes to Olympic Champions
Decathlon's story is continuous innovation, high-tech products, and a deep commitment to sportsmanship. The company boasts a 45-year history of partnering with athletes in over 70 countries, and their 97,000 employees are united by a shared mission: to make sports accessible to all.
The company goes beyond selling the products. It promotes an active lifestyle and healthy planning, showcasing its commitment to sustainability. This, in particular, is outlined in the Transition Plan, which is built on three pillars: developing people, preserving nature, and creating sustainable value. In a nutshell, the company encompasses everything from eco-design innovation and responsible sourcing to curricular economy initiatives like Second Life programs, trade-in schemes, and rental services.
But now, to the important part – the Games 2024!
Gearing Up for the Games
As an official partner of the Paris 2024 Olympics and Paralympics, Decathlon understood the assignment. The company has been preparing for this event for years, emphasizing providing the human power behind the Games. They’ve designed and provided eco-friendly products for over 45,000 volunteers, ensuring the event's smooth operation.
However, the company’s commitment is not restricted to supplying materials. Decathlon is supporting the Olympics on both national and local levels, bringing excitement to everyone. As a vivid example, Decathlon is hosting various Olympic-themes events through their network of 330 stores across France, offering sporting challenges and engaging with local communities. In fact, they are even collaborating with the 1,800 “Terre de Jeux-2024” labels, which are local communities promoting the Games.
For fans of the Paris 2024 Olympics, Decathlon offers a range of officially licensed products. For instance, they launched their first capsule collection in October 2021, featuring the “RÊVE CREW” line co-branded with Paris 2024. Plus, they also plan to release additional textile and accessory collections just before the event, allowing sports enthusiasts to show their support in style.
Sharing the Spirit of Sports Through Testimonials
Through their partnership, Decathlon aims to share its core values of sport, vitality, respect, caring, and excellence with participants and inspire future generations. "This partnership allows us to use our product design expertise to support everyone involved in the Olympic experience," says Virginie Sainte Rose, Director of Decathlon x Paris 2024 Partnership.
One way they translate these values into action is through their first-ever Athletic Team for Paris 2024. This team comprises 33 talented athletes from various nationalities, chosen in partnership with French sporting institutions. Representing 21 Olympic sports, these athletes compete at the highest level and embody Decathlon's values of respect, teamwork, and a shared passion for sports.
"After Tokyo, I wanted to share my experience and saw in Decathlon the same desire to build the future of the sport," shares Johann Diniz, Decathlon x Paris 2024 Athletes Team Manager.
Yet, not only organizers and sportspeople are supporting the Decathlon's involvement in the Olympics. As discovered on Trustpilot, the company exceeds any expectations for Decathlon customers. For instance, a customer praised the service from Hollie at Telford Decathlon, who advised purchasing a back protector and a mountain bike. Another customer commended the repair service at Decathlon, Stockport, describing the cycling repair team as brilliant.
Beyond the Games: A Culture of Empowerment
Decathlon's success story holds valuable lessons for aspiring entrepreneurs. One of their key strengths is fostering a culture of empowerment and innovation. They encourage all employees to bring their ideas to the table regardless of their position.
As Barbara Martin Coppola, CEO of Decathlon, shared in an interview with McKinsey, "The key to Decathlon's success has been, and always will be, our passionate commitment to our teammates and customers. We believe that every person adds value."
This culture of empowerment, combined with a strong sense of purpose and core values, has been a significant factor in Decathlon's journey to becoming a global leader in the sporting goods industry.
While Decathlon champions accessibility, the reality of the sporting goods industry is often rife with unsustainable manufacturing practices, complex global supply chains, and ethical concerns regarding labor conditions. Does Decathlon's commitment to the Olympic spirit truly address these broader industry issues, or is it primarily a marketing tool to align with the positive image of the Games?
Well, the true impact of its Olympic involvement remains to be seen, whether it leads to lasting, industry-wide change or will be remembered as a well-crafted image campaign aligned with the positive emotions surrounding a global sporting event.
