Decathlon Officially Enters the Fashion Industry

This has been a big win. Keeping up the work on sportswear for daily life was a smart choice. Next up: making pieces that fit today's styles.


"We're updating the lines to fit trends better." For instance, the fit will be more relaxed, the fabrics higher quality, the weights heavier, and the colors more in line with what people want now.


After the first release of the basic line, there will be more styles. This will have a mix based on old-school tennis looks, along with items made for outdoor fun in winter 2025, all with a stylish touch.


"As we start up, we'll find out what works and what doesn't, and we'll tweak the range as needed," says Loïc Movellan. The aim is "to be the go-to spot for sportswear" while taking on lifestyle brands with better prices.


In March, besides the basics line, Decathlon also put out three pairs of sneakers, which they called "everyday wear" items. They shared this in a press release named "To run Paris Fashion Week well." That sums it up nicely.