Decathlon Foundation

Driving forward innovative, meaningful projects for the company and its stakeholders.
The Foundation is a fully-fledged player in Decathlon’s CSR strategy, and also spearheads projects that extend beyond the scope of philanthropy.

Since 2005 it has been helping employees keen to get involved in social inclusion projects, using sport as a vehicle for integration. In 2015, the Foundation’s mission began to place greater emphasis on integration within the employment market.
Decathlon project leaders are now tasked with enabling Foundation beneficiaries to discover the joys and advantages of sport, as well as providing practical support in terms of getting them back into work (help writing CVs, conducting mock interviews, and presentations on business sectors/roles, with a view to internships, training placements, and temporary and permanent contracts) within an organisation of their choice.

This is how the Decathlon Foundation encourages diversity, both outside the company and within its teams.

Few figures about Decathlon Foundation
« Local Foundations to be more autonomous »

Local Foundation Teams are being formed so as to facilitate team mate initiatives and project monitoring. Italy was the first country to adopt such a system in 2015, with China, India, Brazil, France and Spain set to follow a similar route shortly.

“We have a commission comprising a wide range of people with very varied professional and personal backgrounds. It’s brilliant!”

Stefania Sacchi
Decathlon Foundation Italy manager

"Immersion" project, to improve the social and society impact

For over a year, the Foundation and Decathlon India have been rolling out an inclusive business pilot scheme. The rationale underpinning this project is that just 15% of India’s population are in a position to be Decathlon store customers.
How can we reach out to the other 85%?
By studying these people in order to better understand their financial, social and cultural concerns, their barriers and their desires. Then we can devise ways of enhancing Decathlon’s social and societal impact in this fast-developing country.

30 team mates (chiefly from the Decathlon India team) working in different areas of the business then go to meet people living in 8 Indian villages of widely varying locations (slum, suburban village, rural village, etc.).

Following this immersion phase, team members are keen to identify innovative projects appropriate to these potential customers, thereby opening sport up to as many Indians as possible, through better identification of and response to their needs.

“Footprint” project, to assess and maximise the societal role played by a Decathlon store

Calculating the company’s environmental footprint can reveal the ecological, economic and social impact that a Decathlon store has on a given area. This footprint highlights value creation levers with regard to five stakeholder groups (employees, customers, subcontractors, environmental bodies and corporate stakeholders) and enables the implementation of strategies best suited to the challenges, expectations and developments within the local market (link to key stores involved in their area).