Decathlon's successful partnership with Paris 2024 Olympic Games
DECATHLON, a global multi-specialist sports brand catering for everyone from beginners to top athletes, whose purpose is to Move People Through the Wonders of Sport, takes part, in France, in the greatest celebration of sport: the Olympic and Paralympic Games.
As an Official Partner of Paris 2024 in France, DECATHLON showcased its expertise as a technical and trend-setting designer to the world through the iconic Volunteer uniform, as well as the Olympic torchbearer's uniform which shined at the Opening Ceremony. DECATHLON also made a remarkable entry into the Paris 2024 Games with the support of 23 athletes in its Athletes Team.
And let's not forget the DECATHLON PLAYGROUND in the heart of the Parc de la Villette in Paris, which has quickly become the place to be during this sporting and festive period.
For Bastien Grandgeorge, Managing Director of DECATHLON France: “This partnership was "a fantastic opportunity to show the whole world that we also make cool, designer products, and not just high-performance, affordable products."
"For our very first collaboration with the Olympic Games, this is a winning partnership for DECATHLON. Because we were so proud of this adventure, we put a lot of passion and energy in activating the partnership. Whether it was for the Volunteers, our Athletes Team captained by Teddy Riner, the torchbearers, our choice of products under the official license or the Decathlon Playground, we’ve pushed strong convictions to let our values shine through, the values of sport as a life changer that brings people together. These are the powerful drivers that have led us to this success !" Virginie Sainte-Rose, Head of DECATHLON x Paris 2024 partnership
The Volunteer uniform - A trendy collector's edition
As volunteers embody the spirit of Paris 2024 and are essential to the success of the world's biggest celebration of sport, DECATHLON is proud to provide them with functional, eco-designed, creative, and recognizable outfits. Throughout the Olympic Games, they proudly wore the colors of Paris 2024, so much that some items have become summer must-haves like the hat, an accessory that is simultaneously bold and on-trend.
To note, it is the first time in the history of the Olympic and Paralympic Games, that the equipment supplier for the volunteers organized and managed the entire distribution circuit for the volunteers. To do so, DECATHLON France inaugurated in late May a special location within the UFR STAPS*, an iconic site for sports education in Paris. The brand has also been distributing the uniform for a month in 8 of its stores located near the host cities (Bordeaux, Chateauroux, Lille, Lyon, Nantes, Marseille, Nice and Saint-Etienne).
Decathlon Playground, the hotspot for sport and artistic culture
From July 27 to August 11, DECATHLON brought sport in northern Paris (Parc de la Villette) with the DECATHLON PLAYGROUND, an unprecedented free experience combining sport, art and culture, to fully enjoy the Paris 2024 Olympic Games in a totally new and immersive way.
Key figures
- 200,000 attended the Playground.
- 9,500 visitors per day on average, with peaks up to 15,000 people.
- A team of 100 persons on site to bring this experience to life, free of charge.
Because performances are collective, DECATHLON has brought together 33 women and men of different nationalities, in its own Athletes Team.
Representing 21 Olympic sports, these incredible champions and would-be champions all share DECATHLON’s values of respect, team spirit, and authenticity. Firmly convinced that the joy of sport is transmitted through shared emotions and experiences, the brand supported them throughout their preparation for the Paris 2024 Olympics and Paralympics, up to some of their historic victories.
One of these major victories is DECATHLON Athletes Team’s Captain, Teddy Riner, who won gold in individual and in team, making him the most decorated judoka of all time.
"I'm very proud to be part of this team. In addition to the medals our athletes have won, I'm delighted to see them united and showing solidarity with each other. They are the perfect embodiment of the shared values promoted by DECATHLON and the Olympics"Yohann DINIZ, Athlete Team manager.
Key figures
- 23 qualified athletes - 15 for the Olympic Games and 8 for the Paralympic Games.
- 21 athletes visited DECATHLON PLAYGROUND to meet with their public & fans.
- 6 medals :
- Teddy Riner, gold medal in judo in the +100kg category and gold medal in mixed team
- Antoine Brizard, gold medal in volleyball
- Camille Jedrzejewski, silver medal in 25m air pistol
- Isaia Cordinier, silver medal in basketball
- Alessia Oro, gold medal in volleyball
The excitement of the games up to stores
To satisfy the demands of sports fans and tourists, the brand has launched a capsule collection entitled "Paris 2024 x Decathlon". This official licensed collection of clothing and accessories for men, women and children proudly embodies the values of Olympism and sport.
Key figures
- 40% increase in sales for DECATHLON X PARIS 2024 licensed products. Best-sellers include :
- DECATHLON X PARIS 2024’ collection based on the new Olympic disciplines of climbing, surfing, skateboarding and breaking.
- The Equipe de France Olympique’s collection
- Accessories (hats, tote bags)
- 4.76/5: average rating on customer reviews.
- +28% in-store traffic (DECATHLON Paris La Madeleine). A similar situation has been observed in stores close to the host cities, such as Nantes, Marseille, and Lille.
*The Department of Science and Techniques of Sports and Physical Activities (Sciences et Techniques des Activités Physiques et Sportives, STAPS) produces the qualified professionals of tomorrow who will serve and lead in the industries of sports, physical and artistic activities, sports health and physical education
About DECATHLON
A global multi-specialist sports brand catering for everyone from beginners to top athletes, Decathlon is an innovative manufacturer of sporting goods for all skill levels. With more than 100,000 teammates and 1,700 stores worldwide, Decathlon and its teams have been working ever since 1976 to fulfill an ongoing ambition: Move people through the wonders of sport, to help them be healthier and happier in a sustainable future.
ABOUT THE DECATHLON X PARIS 2024 PARTNERSHIP
In 2024, the world’s largest sporting event will take place in Paris and across France. It is therefore natural that DECATHLON, a sports actor, has become the Official Partner of the Paris 2024 Olympic and Paralympic Games. The French brand brings its expertise to this eagerly awaited event through four areas: comprehensive support for the 45,000 volunteers, local actions to promote sports nationwide, the sale of official licensed products, and the creation and support of the DECATHLON Athlete Team.
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