Illustration de sportifs: coureurs, randonneurs et cyclistes

Communication :
DECATHLON does its comm !

Image : advertising poster from 1980.

In the 80s, the creation of new products went hand in hand with the development of DECATHLON's image as a modern, cheeky and dynamic brand. Take a look at the Decath' vintage ads, and you'll see what I mean, especially with the benefit of hindsight...

Illustration de personnages de babyfoot

Why are we called DECATHLON ?

We have our idea. We now have to find our brand’s name. The gang of 7 begins to think, and they are not lacking on ideas: Pentathlon, Triathlon, Decathlon, Marathon, Sportland, Supermarket, etc. There's no doubt about it, it will be DECATHLON! Simply because decathlon brings together the 10 sports they want to present in their stores. 

Today, DECATHLON is still called DECATHLON, but gathers together far more than 10 sports under one roof 

Publicité avec des cyclistes

“Full on fitness!” : the story behind our slogan

In 1980, the RSCG agency, headed by Jacques Séguéla, took charge of DECATHLON's communications. It offers one slogan per month, according to the season: full on cycling, in March; full on hiking, in April; full on tennis, in May, etc.

And September's slogan “Full on fitness!” ("A fond la forme!") Benoît Poizat, DECATHLON's communications officer, loves it so much that he decides to use it everywhere. Even today, everybody still loves it so the slogan lives on!

A slogan AND a jingle too : Timeless, our famous “TULULUTUTU TULULUTUTUjingle is used at the end of all our TV and radio spots since 1982. It's up to you to play and guess the notes that compose it!

DECATHLON on the little screen

1985 : our first TV ad.
Scenario: in the heart of the jungle, an adventurous cyclist challenges Tarzan in a frenzied race. Lots of humour and a cultivated quirky tone in all of our commercials.

In pictures: (Re)see the first DECATHLON ad.

  • Logo decathlon 1976
  • Logo decathlon 1980
  • Logo decathlon 1990
  • Logo decathlon 2010
  • Logo decathlon 1990

    2020-2024

  • nouveau logo decathlon

    2024

Focus on the new DECATHLON logo

Or the symbol of a new era

This new brand identity reflects our new ambition to get people moving through the magic of sport and reflects DECATHLON's opening up to the world.

This ambition is supported by a new strategy that will enable us to reach more people around the world, helping them to be healthier and happier, whether they are beginners or top-level athletes.

For most people, DECATHLON is known first and foremost as a sports retailer, but we are first and foremost a multi-specialist sports brand that designs and manufactures its own products.

To find out more about DECATHLON

DECATHLON'S FOUNDERS : THE GANG OF 7

DECATHLON's founders : the gang of 7

Qui sont les fondateurs de DECATHLON ? Comment à débuter DECATHLON ?

DECATHLON, THE START-UP GOING WORLDWIDE

DECATHLON, the start-up going worldwide

The beginnings of DECATHLON, from its creation to export, from France to the rest of the world: let's rediscover the 5 main stages of its birth.

What action plan is needed to reduce absolute CO2 eq emissions?

What action plan is needed to reduce absolute CO2 eq emissions?

DECATHLON commits to reduce absolute scope 1 and 2 GHG emissions 42% by 2030 from a 2021 base year. Decathlon also commits to reduce absolute scope 3 GHG emissions 42% within the same timeframe.

DECATHLON, THE START-UP GOING WORLDWIDE

DECATHLON, the start-up going worldwide

The beginnings of DECATHLON, from its creation to export, from France to the rest of the world: let's rediscover the 5 main stages of its birth.

Picture of herbs

Our environmental challenges

Biodiversity, climate and plastic pollution in the ocean: 3 issues that DECATHLON are working on in particular. Why these? How?