The world needs sport more than ever, Decathlon CEO says
The chief executive of sporting goods manufacturer and retail group Decathlon has said the world needs sport now more than ever.
In comments she made during a presentation of new Decathlon branding, Barbara Martin Coppola said: “Sport has the power to bring people together and help them improve their physical and mental health.”
Part of the group’s rebranding is a new mission statement. It says it wants “to move people through the wonders of sport”.
It has repackaged its various brands into nine categories that it says makes its portfolio easier to understand and the specialisms of each brand easier to identify.
Quechua is for mountain sports, Tribord for wind and water, Rockrider for mountain and trail biking, Domyos for fitness, Kuikma for racket sports, Kipsta for team sports, Caperlan for nature activities, Btwin for urban cycling and Inesis for golf.
It has four other brands, each with a focus on particular areas of expertise. Van Rysel focuses on road bikes, Simond on gear for mountain climbing, Kiprun on road running, and Solognac on hunting.
“Our aim is to allow everyone to take part in sport in whatever way they like best,” Ms Martin Coppola said.
