Bring people together
through sport to
make wellbeing
accessible for all
In a world that moves faster than ever, redefining our collective wellbeing is the most vital challenge of our time. We believe that sport is the ultimate catalyst that brings us all together as a community of support and advice. We are uniquely positioned to work with every sportsperson out there, making sport and its transformative power as accessible to every Filipino.
Our Values
Our management is based on the development and enrichment of all the women and men in the company through our shared values: Vitality, Responsibility, Generosity, Authenticity
Vitality
It's about being alive. It's about being positive and full of energy. I dare, I take initiative, I adapt, and I change when necessary. I love action. I play to win, not just to avoid losing.
Responsibility
It's about being responsible, about being the main player in your own life. I clearly state what I'm going to do and I do what I say. I regularly measure the value I create and ensure it increases. When I make mistakes, I correct them quickly. I ensure that all stakeholders benefit sustainably from my decisions.
Generosity
It's about doing things with heart and focusing on others. I'm a team player; I help when needed. I share anything that might be useful to others. I consider all stakeholders as friends. I take care of myself and others. We stand together.
Authenticity
It's about being true to yourself and to others. I have the courage to be myself. I speak simply and I act with sincerity and consideration for others. When I act, I consider the consequences for the planet's natural resources.
Decathlon History
What started as a bold dream by our founder, Michel Leclercq, has exploded into a global movement spanning thousands of stores worldwide. Today, we aren't just selling gear—we are breaking barriers through advanced retail technology and groundbreaking product innovations. We are here to democratize the joy of movement, empowering everyday athletes around the globe to make sports and wellbeing truly accessible to all.
1976
The Beginning
Decathlon was founded in Lille, France, with a vision to make sports accessible to all. Michel Leclercq has teamed up with six sports enthusiasts to launch a unique concept store dedicated to sports.
1981
Own Logistics
Decathlon integrates its own logistics and opens a warehouse in Villeneuve-d'Ascq (France)
1982
A Fond La Forme
Advertising: "A Fond La Forme" and the famous jingle "tululututu tululututu!" are created
1985
Training Center
The first internal training center, our Trade School, is launched
1986
Decathlon Production is born
After the birth of "Créasport" by Yann Vincent, the production of "Decathlon-branded" articles was officially established under the Decathlon Production banner, aiming to offer products suitable for all purposes.
1986
The first international store opens in Dortmund, Germany
In 1986, our adventure outside France began with the opening of the first store in Germany by Stanislas Ernoult. Six years later, Yves Claude opened a store in Spain, marking the start of our international expansion.
1987
Share ownership opens to all employees
Jean-Marc Broutin set up a shareholding scheme, a system allowing each teammate to participate in the company's growth while building up savings.
1989
The first international production office opens in Thailand
International subcontracting began in 1985 and took shape with the establishment of the first production office in Thailand in 1989.
1990
Research & Development launches with the recruitment of the first expert
R&D started with the arrival of Philippe Freychat, whose thesis resulted in the 1995 release of the Maya hiking boot, featuring the Flex concept, as well as the Arapaho backpack, fitted with an innovative carrying system. After recruiting several experts with different skill sets, the Research & Development department was officially launched in 1997, tasked with studying the movements of the human body.
1994
Our Villeneuve d'Ascq Campus opens
Our international central services department moved to the "Villeneuve d'Ascq Campus", a site accommodating a pilot store of almost 8,000 m² and which serves as a laboratory for all our teams. Its location at the heart of the site allows teammates to pass through it daily and maintain contact with customers and products.
1996
Our first passion brand is born: Tribord, dedicated to water sports
In order to distinguish its role of retailer from that of designer, the company launched its "Passion Brands" strategy with its first brand: Tribord, dedicated to water sports.
1997
The Quechua brand is created
Brand for mountain sports
1997
Decathlon Direct
the first e-commerce site, is launched
1999
The first Quechua brand store opens in Domancy
Quechua opened its design site in the Alps. This bold choice inspired other brands, which in turn established their own design centers as near as possible to their user base.y
1999
Our Customer Relationship Center opens
The "Decathlon Contact" service listened to and communicates with members of the "Club La Forme" (card-carrying customers), marking the launch of the Customer Relations Center by Martine Coupet.
2002
Decathlon boasts seven Passion brands
2005
The "2-Second Tent", the first product to win an Innovation Award, is launched
2005
The Decathlon Foundation is created to develop projects with social impact
In creating its Foundation, Decathlon further demonstrated its commitment to promoting sport for the many. Its mission is to enable Decathlonians to create projects with a positive social and societal impact, using sport and its benefits as a vector for social inclusion and good health.
2006
Our component brand strategy kicks off
In 2006, the International Industrial Division structured its production around component brands, working closely with the Passion brands, to develop innovative, exclusive products offering the best value for money. Each component brand delivered a clear user promise: for example, waterproofing and breathability with Novadry, or perspiration management with Equarea.
2008
The group becomes the Oxylane network, comprising autonomous brand subsidiaries alongside local and online retailers.
Since the name Decathlon did not cover all of its activities, the "Oxylane group" was created. It brought together product and brand creation with local and online retail. The structures it encompassed, including the subsidiaries Toboggan, Atao, Chullanka, Cabesto and others, shared a common mission: "To inspire and make the pleasure of sport accessible to the many. The name "Oxylane" finally disappeared in 2014.
2014
The Easybreath mask is launched, revolutionizing diving
Continuous improvement and innovation are part of Decathlon's DNA. Tribord, for example, revolutionized snorkeling and championed its accessibility with the creation of the "Easybreath" full-face mask. Its unique design offers a 180° field of vision, making it easier for users to explore the seabed.
2023
Decathlon carries nearly sixty signed sports brands.
2024
Decathlon launches its new brand identity
Decathlon consolidated this development by simplifying its brand portfolio into nine specialized categories and four expert brands.
2024
Decathlon becomes an official partner of the Paris 2024 Olympic and Paralympic Games.
Decathlon designed stylish, technical and practical uniforms for the event's 45,000 volunteers.
2025
Decathlon becomes an official partner of the Paris 2024 Olympic and Paralympic Games.
The concept of"well-being"appeared for the first time in Decathlon's Purpose. This move towards a shared future would be made possible through sport. This new Purpose was developed collaboratively and formalized by Julien Leclercq, President of Decathlon, and Javier Lopez, Chief Executive Officer. “The river represents our Purpose, rich, full of life, and in perpetual motion through the world we want to create.”
Decathlon Philippines History
Since taking our first steps in 2017, Decathlon Philippines has grown from a single location into 20 thriving stores nationwide—with many more on the way.
Our mission is simple: to expand our playground and make the joy of sports accessible to every single Filipino.
Sustainability: Our Planet, Our Play
At Decathlon, we believe in protecting the playground where we all play. Our commitment to sustainability drives every decision we make, from product design to store operations.
Together, we're building a more sustainable future for sports.
6%
Teammates from vulnerable sector
Young people from poverty, PWDs
339,742km
Ecommute Club
Done by our teammates
1,313
Products bought back
From customers and resold (Buyback)
5,457
Second life products sold
From customer returns and damaged
11,000kg
Plastics diverted in 2025
Compliant with EPR
49%
Teammates aware of climate stakes
Through Climate Fresk
Walk, bike, any!
Decathlon PH created ECOMMUTE CLUB, an ecommobility policy, to support our colleagues in adopting active mobility as a means of commuting daily. That is why we established this policy aims to encourage more of our teammates to engage in this type of mobility.
3 PILLARS OF ECOMMUTE CLUB
- (1) Give teammates the means to commute safely
- (2) Incentivize teammates to commute via active mobility
- (3) Teach teammates about and how to practice active mobility safely
Circular Business Models
At Decathlon, we are evolving our business to champion a circular economy, ensuring that our growth is driven by sustainability and the preservation of our natural playground. We are committed to reshaping the sports industry by moving away from traditional consumption toward models that extend the life and value of every product.
REPAIR
Repair and maintenance of a sports product
BUY BACK
Buying used items bought from customers and reselling
SECOND LIFE
Reselling items not good to be sold as new
Decathlon Foundation in the Philippines
In all the projects we support, our teammates are locally and sustainably involved to share their passion for sport.
As Decathlonians, our responsibility is to act for solidarity and promote sport really for all.
In the Philippines, since 2017...
8
projects in the last 3 years
16
project leaders
50+
teammates involved
>5000
beneficiaries
