Our Purpose

Decathlon’s sole purpose is to sustainably make sport accessible to as many people as we can. At Decathlon, we place innovation at the heart of our activities: from research to retail, design, production and logistics. Our twenty Passion Brand teams channel all their energy into developing technical, good-looking and simple products, always at the lowest possible prices.

Our Values


Vitality is life, intense activity, energy, drive and vigour. As Decathletes, we are full of vitality and we channel this into every part of our role. We are sport enthusiasts who thrive off innovation and collaboration. We are problem solvers and entrepreneurs.


As Decathletes, we adopt a ‘I say, I do’ approach in everything that we do.  We take ownership of our development from day one and we make it our personal mission to add value and to make a difference. We care about our environment and we think sustainably in every sense. We make it our priority to look after our teammates, customers and business and we do this by living and breathing our purpose every day.

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