New Leadership For Decathlon As Sales Rise

Founded in 1976, DECATHLON has continued its evolution under the leadership of Barbara Martin Coppola since 2022, with a strategy aimed at becoming a multi-specialist sports brand that acts concretely for people, society and the planet.
Over the last three years, DECATHLON has continued to grow within a difficult context, while achieving a significant -13% reduction in CO2 emissions since 2021, thanks to the substantial development of circular models, the use of decarbonised materials and cleaner energy.
DECATHLON has also evolved its brand identity and renewed its customer experience for greater immersion, both in stores and in e-commerce, which now accounts for 20% of the Group's revenue. In three years, DECATHLON has refocused its brand portfolio and strengthened its collaborations with international athletes and global sports competitions, including the Paris 2024 Olympic and Paralympic Games, for which DECATHLON created the iconic outfit for the 45,000 volunteers.
Finally, the Company has been able to evolve its strategy and model while maintaining a high level of commitment from its teams, with 91% of DECATHLON teammates declaring themselves proud to work there.
Today, DECATHLON is embarking on a new phase in its history, aimed at strengthening its competitiveness and growth, while stepping up its actions to promote access to sport and its universal values wherever it operates.
To lead this new phase of evolution, and as part of Julien Leclercq's assumption of the role of Chairman, DECATHLON's Board of Directors has decided to appoint Javier López as Chief Executive Officer, replacing Barbara Martin Coppola who has held this position since March 2022.
“I would like to thank Barbara for the impactful work she has carried out over the past 3 years. Today, DECATHLON is a sports brand that is increasingly recognised around the world for its products, its commitments and its positive impact. As DECATHLON embarks on a new phase in its history, I have every confidence in Javier and his natural ability to bring people together to drive our ambition, and identify new levers for sustainable growth while further strengthening our unique human and inclusive culture,” says Julien Leclercq, Chairman of the DECATHLON Group.
“Over the past three years, we have initiated a major evolution of DECATHLON, moving from ambition to action. I'd like to thank all our teammates, whose dedication made all of this work possible: we've repositioned the DECATHLON brand by redefining the customer experience in-store and in e-commerce, which now accounts for 20% of our revenue. We have rethought our brand portfolio, signed partnerships with global reach and created new circular economy models. I'm incredibly proud of the progress we've made. I have every confidence in Javier to lead an ever more ambitious company, in the image of DECATHLON,” explains Barbara Martin Coppola.
“I am particularly honoured by the confidence of Julien and the Board of Directors as I take up my new position, and I thank Barbara, with whom I have enjoyed working in the Executive Committee for the past 3 years. As a Decathlonian for 26 years, I'm proud of the work we've done over the years to bring the benefits of sport to more and more people around the world. Together, with all our teammates, we will, with determination, enthusiasm and humility, accelerate our economic development and our efforts to serve our human and environmental commitments,” says Javier López, CEO of DECATHLON.
With 26 years of experience at DECATHLON, Javier López has held numerous positions within the company, in digital, logistics and retail. Most recently, Javier headed DECATHLON Germany from 2012 to 2015, then served as CEO of DECATHLON Spain from 2015 to 2022. Having been the driving force behind the company's strong growth in Spain, Javier was then appointed Global Chief Value Chain Officer in 2022.
In 2024, DECATHLON reinforced its commitment to empower people to lead healthier, more active lives. A year after unveiling its new ambition and strategy as well as its global brand identity, DECATHLON has undergone a transformative journey, evolving as a multi-specialist sports brand that inspires everyone - from beginners to Olympic and Paralympic athletes- to embrace the power of sport.
KEY ECONOMIC FIGURES
- Net sales = 16.2 billion euros.
- Net result = 787 million euros.
- Digital sales share (ecommerce, connected orders in stores, external marketplace) = 20%.
- Global presence = 79 territories.
- Number of stores = 1,817.
- Number of products sold = 1.18 billion.
This transformation is already well underway: with 200 stores either newly opened or modernized, alongside an optimised brand portfolio to offer greater clarity and better serve its customers. By 2026, 90% of DECATHLON’s product offering will be restructured, ensuring an even more relevant and sustainable approach to sports retail.
ECONOMIC
DECATHLON Group recorded revenue growth in 2024, with an increase of +5.2% compared to 2023 at a constant exchange rate. Adjusted for unfavorable exchange rates, revenue rose by +3.8%, reaching €16.2 billion.
Digital sales now represent 20% of total revenue - including e-commerce, marketplaces and in-store connected orders.
Rigorous cost-control measures mitigated the impact of cost inflation, allowing DECATHLON to maintain its commercial momentum while ensuring affordable pricing for customers. Optimising operational expenses remains a key priority for 2025 to support long-term growth.
Operating in 79 territories, DECATHLON continues its international development. In India, the company announced a significant investment of 100 million euros ($111 million) over the next five years to expand its store count and manufacturing capabilities. Similarly, in Germany, DECATHLON plans to invest up to 100 million euros by 2027, both in opening new stores and modernizing existing locations, reinforcing its commitment to growth and innovation across its global network.
A major highlight of the year was DECATHLON’s partnership with the Paris 2024 Summer Olympics, reinforcing its role in making sport accessible to all, on a global stage. DECATHLON designed and manufactured the iconic outfits for the 45,000 volunteers. This collaboration also resonated with the public, with 1.8 million licensed products sold throughout 2024, reflecting strong consumer enthusiasm for the Games. In addition, DECATHLON recorded a 10% increase in store traffic (omnichannel) across France during the Olympic Games and a 6.7% rise during the Paralympic Games period.
In 2024, DECATHLON launched DECATHLON PULSE, a fully owned subsidiary designed to explore new frontiers and drive additional long-term growth through strategic investments and partnerships, complementing a strong portfolio that includes high-performing companies like Bergfreunde and Alltricks. With a mission to invest in and partner with forward-thinking businesses and brands, DECATHLON PULSE accelerates and leads change within the industry, reinforcing DECATHLON’s innovation and sustainability commitments. Since its launch, DECATHLON PULSE has focused on sustainability, investing in companies like Recyc’elit or Rebike, and further investing in Unspun.
PLANET
Sustainability remains at the core of DECATHLON’s operations, with continued progress towards its environmental commitments.
For the third consecutive year, the company has decoupled its revenue growth from its absolute carbon emissions, continuing to grow while reducing its carbon footprint. Since 2021, DECATHLON has reduced its carbon emissions by -13%, further reinforcing its long-term decarbonization trajectory aligned with the Paris Agreement and the Net Zero standard.
To accelerate this transition, DECATHLON is strengthening collaboration with industrial partners to decarbonize production processes and scale circular business models. Extending product lifespans remains a priority, making it easier than ever for customers to reuse, repair, and recycle their equipment. In 2024:
- 48.5% of products sold benefited from an ecodesign approach (+10pts compared to 2023).
- 1.35 million second-hand products were sold.
- 3 million products were repaired across 1,730 repair workshops.
- DECATHLON further cemented its leading position in rental services, holding 50% market share in Italy and Spain.
- At the same time, DECATHLON significantly reduced its single-use plastic packaging by 53.29%- cutting usage from 2,646 tonnes to 1,236 tonnes.
PEOPLE
With a global team of over 101,100 teammates across 79 territories, DECATHLON continues to champion diversity, inclusion, and professional growth. As the first sports brand ever to achieve the globally recognized EDGE Certification, DECATHLON reaffirms its commitment to workplace equity and gender balance.
Investing in upskilling, well-being, and career development remains a priority, fostering a culture where every teammate is empowered to evolve and adapt in a fast-changing world. In 2024, 89.1% of DECATHLON’s teammates expressed pride in working for the company, as a testament to its dynamic and inclusive environment.
Beyond its workforce, DECATHLON is amplifying its positive impact through the Decathlon Foundation, which significantly expanded its outreach in 2024. The Foundation, which celebrates its 20th anniversary in 2025, supported 96 new projects across 21 countries, positively impacting more than 395,000 people.
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 over 101,100 teammates and 1,817 stores worldwide, Decathlon and its teams have been working ever since 1976 to fulfil an ongoing ambition: Move people through the wonders of sport, to help them be healthier and happier in a sustainable future.