Decathlon launches new subsidiary, ‘Decathlon Pulse’

 16 July 2024, Mumbai

Sportswear brand Decathlon has launched a new subsidiary, ‘Decathlon Pulse’ to pursue new opportunities for sustained growth. This wholly-owned subsidiary will help enhance Decathlon’s societal impact by offering innovative sports and wellness solutions.

To operate independently within the Decathlon Group, Decathlon Pulse will focus on three core strategies for long-term growth. It will firstly introduce and expand new business concepts to complement the brand’s core offerings, thus enriching the company's value proposition. Secondly, it will invest in forward-thinking companies within the sports ecosystem to accelerate sustainable business models.

Lastly, Decathlon Pulsewillredefine industry standards by acquiring pioneering sports brands and distributors.

In recent years, Decathlon has invested nearly €400 million in strategic partnerships, including collaborations with startups and major players like AllTricks and Bergfreunde. Led by Franck Vigo, CEO, Decathlon Pulse will further intensify these efforts. The brand will complement the parent company’s goals of enhancing sporting experiences worldwide, says Barbara Martin Coppola, Chairperson.

The brand will help Decathlon build long-term relationships and also maintain its full autonomy within the sports industry, adds Vigo.

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