1. OK, so DECATHLON designs stuff too?

OK, so DECATHLON designs stuff too?

Before we get started, let’s remind ourselves of some semantics. What really is DESIGN?
According to the Larousse Dictionary, it’s a “discipline aimed at harmonising the human environment, from the design of everyday objects through to town planning.”.

DECATHLON is undoubtedly the world’s most innovative and most inclusive sports brand. The creative process at DECATHLON is driven by passion, inclusivity and team spirit. And this same passion is at the heart of our innovations and intelligent solutions, and paves the way for the idea that everyone should be able to do the sport they want, wherever they are and whatever their level

Kerensa Neale
DECATHLON Global Artistic Director

So, how does it work?

Every season, DECATHLON designers are inspired by the Creative Directions provided by the DESIGN department, to best meet the latest trends. These designers have genuine detective skills, scrutinising the market, and environmental and socio-cultural trends, as well as the attitudes and expectations of sports users, so that DECATHLON products always continue to offer timeless appeal. These stages enable them to write a brief, guide actions and the design process, and to conceptualise the most appropriate solutions for users.

Following the observation phase is the creation stage. When it’s time for sketches, 3D rendering and models, a series of prototypes nicknamed “monsters” come to life. Then, the “cosmetic” stage enables designers to perfect concepts with harmonious colours, innovative components and finishing touches.

While still adhering to the brand’s DNA, current collections now take into account the expectations of a new, younger generation, one that is highly demanding and also keen to derive new uses for sports products. This is particularly relevant for collections inspired by sportswear that are also suitable for non sport-related uses.