长沙USDT平台交易|【唯一TG:@heimifeng8】|长沙微信支付U币✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Barbara Martin Coppola’s Decathlon unveils new logo and slogan
Olivier Guyot Translated by
Nicola Mira Published
March 13, 2025
Two years ago, the appointment of Barbara Martin Coppola as CEO of Decathlon came as something of a surprise. The first woman at the head of the French sports retailer, operating over 1,700 stores worldwide, including 325 in France, Martin Coppola was an outsider. The Franco-Spanish executive previously worked at Google, Samsung and Ikea, and did not share the in-house culture of previous Decathlon bosses.
Expectation had been building about the strategy the new leader would deploy at Decathlon, the French company that is present in over 70 countries. But Martin Coppola, while willing to feature as keynote speaker on various occasions, has been rather close-mouthed with the media since her appointment. As a result, Tuesday’s presentation unveiling Decathlon’s “new plans,” held at Phantom, a venue within the Paris-Bercy multi-sport arena, was eagerly awaited.
Decathlon invited to Phantom members of its staff from the main markets where the retailer operates (from countries like Canada, Belgium, Turkey, Italy, Spain and China), as well as the international press. Altogether, an audience of over 200 guests for a high-energy presentation that was broadcast live for Decathlon’s staff all over the world, and was entirely in English.
It was a fully fledged show, with dancers clad in various types of sporting kits twirling before giant screens that streamed clips of all kinds of sporting environments, from mountains to beaches, including urban landscapes. Among the speakers, athletes sponsored by Decathlon and fans of the group, like fencer Romain Cannone, cyclist Sam Bennett, of Decathlon’s AG2R La Mondiale team, and French judo legend Teddy Riner, the guest star. Several key appointments within Decathlon’s staff were also announced.
Céline Del Genes, Decathlon’s chief customer officer, presented the retailer’s new brand identity, featuring a new logo, new colours and a revamped website. The logo is an elliptical, stylised D (called the Orbit) in white on a royal blue background, more intense than in the previous logo and labelled Dynamic Blue. “The change must be perceived. That's why we redesigned our logo, introducing a new symbol called the Orbit. It's a fresh, future-oriented design that connects with our heritage. It defines us as an authentic, passionate sports brand that innovates at all elite and amateur levels, and will resonate the world over,” said Del Genes.
A new version of the Decathlon website and app were launched on Tuesday, featuring the new logo and colours, which include aqua green and grey besides royal blue, while a redesigned store concept is being rolled out. The first store with the new interiors is located in Paris, and a dozen more in the Paris region are expected to be ready before the Olympics, FashionNetwork.com has learnt. Of Decathlon’s 1,700 stores worldwide, 250 are set to be upgraded with the new look, many of them in markets outside France.
While circularity and innovation were the name of the game on Tuesday, the challenge for Decathlon seems to lie in strengthening its brand image and consistency globally. In her opening address, Martin Coppola outlined “why Decathlon must evolve in a constantly changing world,” saying that “change is part of Decathlon’s history,” as she mentioned the entrepreneurs who founded the retailer in 1976.
Anyone expecting Martin Coppola to provide hard data about Decathlon’s results in her speech were disappointed. In an exclusive interview with French business daily Les Echos the same morning, she simply said that, in 2025, the group’s revenue grew by 4% over the previous year. In 2025, Decathlon reported a global revenue of €15.4 billion, of which €4.7 billion were generated in France.
Martin Coppola instead insisted on Decathlon’s mantra: “move people through the wonders of sport.” She said that “at Decathlon, we want to have a stronger positive impact on human beings, on society and on the planet with our desire to ‘move humanity through the wonders of sport.’ I am proud to work with our people to achieve our lodestar, the vision that guides us. I am convinced that our ambitious strategy will enable us to stand out at the top of our industry as a unique and trusted sports brand.”
Decathlon highlighted its ability to create new products via 15 R&D centres and 850 engineers, who are now working on developing products for a significantly smaller number of sub-brands than the group had two years ago, when their number still stood at nearly 80. The group has confirmed it is concentrating on 12 types of sporting activity with 9 generalist brands, and another four brands focused exclusively on performance products. Decathlon is targeting both beginners and experienced athletes, and is keen to stand out from the competition by tapping sport’s playful aspect. The retailer’s new slogan, repeated over and over again at the presentation, is in fact ‘Ready to play?’