Decathlon launches “Decathlon Pulse” to seek new “growth drivers” – Business Case > Brands

In March 2024, Decathlon unveiled a new brand identity. 4 months later, the multi-specialist sports brand announced the creation of a subsidiary: Decathlon Pulse, which is wholly owned by it. This subsidiary will be “dedicated to creating new long-term growth drivers, accelerating Decathlon’s ambition to “Move People Through the Wonders of Sport”the brand explains in a press release. This is “explore new frontiers and generate additional growth over the long term”Decathlon also shares, in a sports and well-being market with strong growth potential.

Concretely, this independent entity within the group will invest in innovative projects and companies that share its values ​​and commitment. Firstly, the structure is responsible for developing and expanding ideas and concepts with strong potential to create new autonomous companies that will complement Decathlon’s core activities and strengthen the group’s value proposition. Second lever for Decathlon Pulse’s development: investing as a shareholder in companies “highly innovative that could change the sports ecosystem” and accelerate the adoption of new sustainable business models. Finally, Decathlon Pulse will have to work to acquire strong sports brands and sports equipment distributors “looking to the future and revolutionizing the sector, with their innovative ideas and pioneering business models”says Decathlon.

Acceleration of partnerships

Since 2018, Decathlon has invested nearly €400 million in partnerships: from startups and small businesses to the acquisition of majority shares in premium pure players, such as Alltricks and Bergfreunde. Through its roadmap, Decathlon Pulse aims to accelerate this movement.

Franck Vigo, a member of Decathlon’s executive committee for over 20 years (and also a member of the Kiabi International Steering Committee), has been appointed CEO of Decathlon Pulse. Barbara Martin Coppola, Decathlon’s CEO, will be its president, “thus guaranteeing complementarity with the brand’s core business”, according to the brand. The president of Decathlon Pulse explains: “Decathlon Pulse is a separate and complementary entity to Decathlon, with which it shares the same ambition to get humanity moving through the magic of sport. Decathlon Pulse will focus on finding new growth drivers and innovations that will change the game in the sports market.”